SHARE THE MOMENT • FY16 HOLIDAY • 3
DIAGEOFY 16 HOLIDAY
THE CHARMER SUNBELT GROUPMNY
2 0 1 5
DIAGEO PRODUCT INFORMATION Awards and Accolades..........................................................5Product Catalog...............................................................139 DIAGEO SPIRITS INTEGRATED NATIONAL PROGRAMSOff Premise...........................................................................9On Premise.........................................................................27
DIAGEO SPIRITSInnovation.........................................................................43Holiday VAP.......................................................................53Holiday Gifting...................................................................55Mail in Rebates...................................................................79
MEDIA OVERVIEWBrand Media.....................................................................77 DIAGEO CHATEAU & ESTATESWine Integrated National Programs....................................83Wine Innovation...............................................................115
6 • SHARE THE MOMENT • FY16 HOLIDAY
BLADE & BOW®
BOURBON WHISKEY22 YEAR OLD– BEST STRAIGHTBOURBON
• Smooth and smoky with good oak structure, accented with notes of torched sugar, sweet vanilla bean and a spicy dry rye finish.
BUCHANAN’SMASTER®
BLENDED SCOTCHWHISKY
• Soft honey taste giving way to bitter chocolate.
2015 SAN FRANCISCO WORLD SPIRITS COMPETITION
DOUBLE GOLD MEDAL WINNERS
he San Francisco World Spirits Competition is the first comprehensive, international spirits judging ever held in the United States on an annual basis. Celebrating its 15th year of awarding spirits excellence, the 2015 Competition was held in downtown San Francisco in March.
Judging is based on a blind, consensual procedure ensuring competitive integrity, making this annual competition the most reputable and recognized competition in the spirits industry. In 2015, distillers and importers submitted 1,580 spirits from 66 countries.
Diageo spirits liquids and packaging were recognized across the board as best-in-class at the 2015 San Francisco World Spirits Competition, winning a grand total of 91 awards. In both Scotch and North American Whisk(e)y liquids, Diageo brands did especially well, with 14 brands winning multiple medals, and several being named “Best” in their category. The Company was also named “Importer of the Year” in recognition of Diageo’s consistent high quality of spirits across all brands.
T
CLYNELISH®
SINGLE MALTSCOTCH WHISKY14 YEAR OLD
• Faint flower fragrance, brown sugar with an attractive slight bitterness.
CROWN ROYAL®
NORTHERN HARVEST RYEBLENDED CANADIANWHISKY
• A distinctive Canadian Rye whisky balanced with hints of warm spice and an impeccably smooth finish.
CROWN ROYAL®
HAND SELECTED BARRELCANADIAN WHISKY– BEST CANADIAN WHISKY
• A balance of creamy and fruity with notes of banana, and rich oak undertones from maturing in new American wood.
GEORGE DICKEL®
NO. 12TENNESSEE WHISKY– BEST TENNESSEE WHISKY
• Concentrated flavors of rich oak and subtle vanilla lead to a long finish with hints of maple, butter and smoke.
SHARE THE MOMENT • FY16 HOLIDAY • 7
2015 SAN FRANCISCO WORLD SPIRITS COMPETITION
DOUBLE GOLD MEDAL WINNERS
LAGAVULIN®
SINGLE MALTSCOTCH WHISKY16 YEAR OLD– BEST SINGLE MALTSCOTCH
13 TO 19 YEARS
• Powerful, smoky, peaty aroma with a distinctively robust and complex taste.
TALISKER STORM™
SINGLE MALTSCOTCH WHISKY– BEST SINGLE MALT SCOTCH
NO AGE STATEMENT
• Sweet, spicy and peppery, with clouds of smoke; warm, intense, long finish.
JOHNNIE WALKERDOUBLE BLACK®
BLENDED SCOTCHWHISKY
• Matured in deep-charred oak casks, this whisky offers natural smoke flavors and extraordinary richness.
GEORGE DICKEL®
RYE WHISKY
• Only rye finished in the style that made George famous: chilled, then charcoal mellowed. Fruit notes that maintain upon first taste and then finishes with a long, composed spiciness.
OBAN®
SINGLE MALTSCOTCH WHISKY18 YEAR OLD
• The additional four years of maturation gives it a sweeter, smoother finish than the 14 year old. It is pleasantly smooth textured with a long, elegant finish of late smoke and cocoa.
LAGAVULIN®
SINGLE MALTSCOTCH WHISKY12 YEAR OLD
• Distinctly herbal with smooth dark chocolate, aromatic smoke and a piercing pine resin finish.
OBAN LITTLE BAY™
SINGLE MALTSCOTCH WHISKY
• Occasional hints of orange zest and clove, before growing drier, again slightly minty, with hints of green apple.
ORPHAN BARREL™
LOST PROPHET™
KENTUCKY BOURBON
• Notes of honey, dried fruit, apricot and clove.
TALISKER®
SINGLE MALTSCOTCH WHISKY10 YEAR OLD– BEST SINGLE MALT SCOTCH
UP TO 12 YEARS
• A spicy complexity with singular peppery character, further distinguished by a smoky smoothness and sweet, lingering peaty finish.
CRAGGANMORE®
SINGLE MALTSCOTCH WHISKY12 YEAR OLD
• Hugely complex, rich with layers of flavor and a whiff of smoke in the finish.
TANQUERAY®
LONDON DRY GIN
• Layers of flavors, robust juniper and smooth citrus notes which makes it the perfect base for Tanqueray’s signature cocktails.
8 • SHARE THE MOMENT • FY16 HOLIDAY
CELEBRATING LIFE EVERY DAY, EVERYWHERE, RESPONSIBLY©2015 Diageo, Norwalk, CT
2015 SAN FRANCISCO WORLD SPIRITS COMPETITION
GOLD MEDAL WINNERS
BUCHANAN’S®
DELUXE™
BLENDED SCOTCHWHISKY12 YEAR OLD
• Fresh and spicy, with herbal notes that give way to smooth chocolate.
BULLEIT®
95 RYE WHISKEY
• A smooth entry, bolstered by sweet tones of maple and oak. Finishes long, satiny, woody/resiny and light toffee.
BULLEIT®
BOURBON WHISKEY10 YEAR OLD
• Consistently smooth taste with vanilla, dried fruit, and a long, smoky finish.
BLADE & BOW®
BOURBON WHISKEY
• Rewards sippers with a delicious hint of dried apricot and ripe pear on entry before melting into a sweet roasted grain taste mid-palate. The finish includes notes of charred oak and warm winter spices.
CAOL ILA®
SINGLE MALTSCOTCH WHISKY12 YEAR OLD
• Sweet start, light fragrant smokiness, salt, sweetness and a lengthy charred dry finish.
DALWHINNIE®
SINGLE MALTSCOTCH WHISKY15 YEAR OLD
• Soft, lasting flavors of heather, honey sweetness and vanilla. Deeper citrus fruits and hints of malted bread.
GEORGE DICKEL®
BARREL SELECT®
TENNESSEE WHISKY
• Aged for a minimum of 10 years and created from individual barrels hand-selected every year. Extraordinarily smooth with caramel and vanilla tones, hints of oak/wood and a long, lingering finish.
GLENKINCHIE®
SINGLE MALTSCOTCH WHISKY12 YEAR OLD
• Sweet yet fresh, late summer fruits, wood and malted barley.
I.W. HARPER®
BOURBON WHISKEY15 YEAR OLD
• Sweeter up front with grain and corn moving into notes of oak, raisin, caramel, spice and vanilla. The finish leaving a long and lasting mouthfeel.
MORTLACH™
SINGLE MALTSCOTCH WHISKY18 YEAR OLD
• Astonishingly complex throughout and characterized by a fine interplay of meaty notes, malty sweetness and balancing acidity, best enjoyed straight.
MORTLACH™
SINGLE MALTSCOTCH WHISKYRARE OLD
• A complex and bold Mortlach with the exquisite balance of sweetness and dryness for which the distillery is renowned.
OBAN®
SINGLE MALTSCOTCH WHISKY14 YEAR OLD OLD
• Opens with a light, slightly fruity sweetness of oranges, lemons and pears on the nose. Finishes with a balance of smooth, sweet fruit and an oak-wood dryness.
10 • SHARE THE MOMENT • FY16 HOLIDAY
BULLEIT® - OCTOBER 2015INTEGRATED NATIONAL PROGRAM
MEDIA SUPPORT
BULLEIT WILL INSPIRE CONSUMERS TO ELEVATE THEIR TAILGATE OCCASION WITH A MORE CONTEMPORARY APPROACH THROUGH IT’S NEW SOUTH PERSPECTIVE AND
EXPERTISE IN COCKTAILS, FOOD AND SET-UP.
A Renaissance of Classic Cocktails is driving growth of High End, Small Batch Whisky
High End, Small Batch & Single Barrel Bourbons continue year over year growth, +85% since 20115
The tailgating tradition continues to grow and fans are elevating the experience by making them bigger, more elaborate and sophisticated4
Bourbon Whiskey drinkers are more likely than any other spirits category drinkers to have interest in tailgating or football1
1. Nielsen Spectra NCS Adult Usage Tailgating Last 12 Months, Football(attend) Oct 2013 2. – NABCA Control State On Premise Annual Dollar Sales - 12 Months Ending October, 31 2014 3. Nielsen Xaoc 52wks Ending 1/3/15 4. http://www.bonappetit.com/entertaining-style/trends-news/article/luxury-tailgating http://www.225batonrouge.com/community/the-tailgate-trajectory-how-lsu-footballs-greatest-tradition-has-changed-and-how-it-has-stayed-the-same 5. NABCA CONTROL STATE ON AND OFF PREMISE W/E November 30 2014
$260K Investment will help generate 2.5MM National Impressions
SEARCH $76KBulleit will be top of mind as consumers are actively searching for relevant keywords• Primarily used to drive users to learn more about Bulleit during key
time periods
PRINT: $184KOver half of consumers look to print ads for product choices2
• Continued partnership with Garden & Gun • Advertorial focused on how to throw and upscale tailgating party with
Bulleit cocktails• Product integration at Jubilee event festival in Charleston, SC in Dec
• Cigar Aficionado, Whiskey Advocate, and Wine Spectator will further enhance the brand’s presence within the trade communitySource: 1. NABCA Control State On Premise Annual Dollar Sales - 12 Months Ending October, 31 2013; 2. Mintel Print vs. Digital Media Use March 2014
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EXECUTION STANDARDS
POS SUPPORT
SAMPLING
DISPLAY STANDARDS
BULLEIT® - OCTOBER 2015INTEGRATED NATIONAL PROGRAM
Priority #1:Create Retail Theater in Store
1. Utilize thematic POS and 3D Woody backdrop and barrels to drive display
2. Secure additional displays placement utilizing case cards and barrel heads to promote ingredients to make signature BULLEIT® inspired tailgating cocktails
3. Secure shelf talker, tailgate guide, and shelf glorifier to elevate and showcase bottle and brand
Priority #2:Drive Cross Merch Activation
1. Encourage out of category feature with relevant brands that create the ultimate tailgate experience
2. Secure shelf talker, tailgate guide, and shelf glorifier to elevate and showcase bottle and brand
Priority #3:Engage and Educate Shoppers
via Sampling Events
1. Execute sampling events focusing on how to create an upscale BULLEIT® Tailgate experience (where legal)
2. Reinforce signature BULLEIT® “Tailgate” cocktails
Priority Channels: Independent Liquor, Club, Grocery
Case Stacker - Woodie
Bulleit Bourbon® – An excellent choice for any tailgate, large or small.
Bulleit Rye ®– Perfect for gatherings that are a little more adventurous, such as a surprising party theme or locale.
Bulleit 10 Year®– The ultimate for close friends and special occasions. The very best of smooth, slow sipping bourbons.
BULLEIT 3-4 Cases 5-9 Cases 10+ Cases Bourbon 80% 60% 50%
Rye 20% 30% 40%10 Year 10% 10%
12 • SHARE THE MOMENT • FY16 HOLIDAY
MEDIA SUPPORT
Coffee consumption is on the rise and Baileys® remains the #1 after-dinner drink1
• 36% of Baileys® is consumed in coffee
• 255k Baileys ® and Coffee drinks a day
• 93MM drinks a year.3
• Keurig is the #1 Single Serve coffee brewer in 20MM households and offers serves more than 50 top coffee brands4
• Americans drink more coffee (61%) than soda (41%)5
• Single-cup coffee consumption up 9% vs. YAG5
$16.7$15.6
$12.8 $12.1 $12.0 $12.0 $11.7
$9.6 $9.2 $9.0
BaileysOriginal
750
JackDaniels
Black 750
Fireball 750 CaptainMorgan
OSR 1.75
JackDaniels
Black 1.75
CrownRoyal
Deluxe 750
Jameson750
SmirnoffReg 1.75
GreyGoose 750
Skyy Reg1.75
Baileys® is #1 in Dollar Sales during
Holiday 2Millions
$1.1MMDifference!
Source: 1- Technomic Q4 2014 2- Nielsen XAOC 8WE 1/3/15; 3- CARAT- MRI 2014; 4- Forbes Investing 11/24/14; 5-National coffee drinkers trends 2014
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015BAILEYS® IRISH CREAM
SEARCH/SOCIAL/MOBILE: $894K• Focused digital plan seeking to own the Coffee +
Baileys occasions throughout the quarter• Alignment to contextual coffee & cultural
environments• Strong base of video driving targeted reach• Timely & relevant social postings amplifying key
moments
PRINT: $49K• Sandra Lee - page• Wine Spectator - spread
$943k Investment will help generate 47MM National Impressions
Source: 1 – CARAT Media investment as of 6/25/15;
Add A Shot of Baileys to help tap into the shots Opportunity
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SAMPLING SUPPORT
PLEASE DRINK RESPONSIBLYCROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
DISPLAY STANDARDS
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015BAILEYS® IRISH CREAM
• Co-Display in Chain Accounts outside of Cordials section and In Coffee aisle• Joint Sales effort to promote the partnership with both companies• Baileys® to activate in displayable, independent liquor accounts where Keurig is not sold• Keurig to cross-merchandize with Baileys® rebate offers and/or shelf POS in coffee
section
EXECUTION STANDARDS
POS & SUPPORT TOOLS
Necker’s - Spanish
Necker, Case Card, Door Decals
Primary DisplayRecommend 10+cs display of BAILEYS Espresso Creme in prominent location of store.
Secondary Display Cross Category: Activate 3cs stack of BAILEYS Espresso Cremeadjacent to relevant Diageo brands (SMIRNOFF® Confections, CÎROC® Flavors, CAPTAIN MORGAN® OSR).Stand Alone: Activate stand-alone display of BAILEYS Espresso Creme.
Counter Display Activate displays of BAILEYS Espresso Creme 50mL at counter to drive awareness and impulse purchase.
Sample! Sample! Sample! Where legal, sample
BAILEYS Espresso Creme on its own or showcase versatility
with other Diageo brands.
50ml Counter Unit
Pole Topper
Bow
Spanish Door Decal
14 • SHARE THE MOMENT • FY16 HOLIDAY
Social Media Calendar
Drink Video Collection
Texting Program
MEDIA SUPPORT
SUPPORT TOOLS
SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
EVERYONE CAN MAKE A GREAT DRINK….DEMONSTRATING VERSATILITY OF SMIRNOFF® AND EASE OF MAKING SIMPLE, DELICIOUS MIXED
DRINKS THAT EVERYBODY CAN ENJOY
Smirnoff + Holiday…Helps Drive Success
• Holiday is a key selling period as both flavored and unflavored vodka dollars on display spike3
SMIRNOFF® Shoppers are in the store more and buy bottles more often than competition…
• 2X as many buyers than Svedka1
• 8X the trips as New Amsterdam1
• Higher repeat purchase rate than Pinnacle2
Source: 1. Homecan Panel 52WE 6/28/13; 2. Major Retailer Frequent Shopper Card database 3 - Niesen XAOC + Liq, % Lift Dollars Display
$6.4MM Investment will help generate 134MM National Impressions
TV: $4.1MM• Continue celebrating the Exclusively for Everyone trademark
campaign with high reach networks• ESPN Happy Hour & Jimmy Kimmel sponsorships
DIGITAL/SEARCH/SOCIAL: $2.3MM• Display advertisements to surround EDM, entertainment, and
lifestyle content throughout the quarter• Culturally relevant and timely social posts to engage users with
brand• Paid search around brand, category, and recipe content
SMIRNOFF® is investing to support the launch of the new Exclusively for Everybody campaign
Source: 1. CARAT Media as of 6/25/15
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• Build high impact mass display of:• SMIRNOFF® No.21 and focus • Confections(Vanilla, Whipped Cream & Kissed Caramel)
• Display Standards: • 10+ cases (smaller accts) • 20+ cases (larger accts)
DISPLAYSUPPORT
POS SUPPORT
EXECUTION STANDARDS
SAMPLING STANDARDS
PLEASE DRINK RESPONSIBLYSMIRNOFF No. 21 Vodka. Distilled From Grain. 40% Alc/Vol. ©[Year] The Smirnoff Co., Norwalk, CT.
SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
Priority #1: Drive Display Velocity
Priority #2: Inspire Shoppers In Aisle
Priority #3: Engage Buyers via Samping
Pole Topper
Poster,Case Card
(Double Sided) WreathGift BowShelf
Violator
Table Runner
Lug On - Illuminated
• Execute sampling (where legal) events during key shopping timeframes focusing on priority flavors (No.21, Core Confections & Fruits) and 3-step drinks (where legal).
• Focus on sampling festive, 3-step holiday drinks to drive trial of priority flavors and show buyers just how easy it is to make easy drinks with SMIRNOFF®.
• Garnish rimmer & holiday bow provide buyer with the tools to make easy holiday drinks and serve (or gift) at their holiday celebrations
POSTERS CAPTURE
ATTENTION UPON ENTRY
AT RETAIL
INSPIRATION & DIGITAL OFFERS
VIA SOCIAL MEDIA
DELIVER SHOW
STOPPING PRESENCE
ESCALATING COUPON OFFER
RETAIL SAMPLING
DRIVES TRIAL AND
CONVERSION
GARNISH RIMMER -BRAND TO STAND
OUT AT SHELFTEXTING PROGRAM,
RECIPE NECKER
16 • SHARE THE MOMENT • FY16 HOLIDAY
INTEGRATED NATIONAL PROGRAM – JULY 2014CAPTAIN MORGAN® ORIGINAL SPICED RUM CAPTAIN’S TABLE
SITUATION
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015CAPTAIN MORGAN® HOLIDAY
MEDIA SUPPORT
40%
47%
57%
BACARDI TTL RUM CAPTAIN MORGAN
Captain Morgan RumNovember Lift w/ Feature & Display4
An estimated 99 Million consumers will travel away from home during the holidays
• 74% will spend their travel time reuniting with family or friends to celebrate and entertain.
• 89% of bartenders that offered group share cocktails offered year round5
• During Holiday occasions, shoppers tend to buy the brands that they know and 2/3rds will spend more for a name brand beverage1
• Captain Morgan® sells 25-75% faster during holiday weeks vs. a typical week; spiking more than the total rum segment on avg3
CAPTAIN MORGAN® sparks adventure with TASTY new holiday groups serves for consumers in both the Off and On-Premise with the Cannonball
Sources: 1. IRI Group Calendar YTD ending 7-8-12 ; 2. IHS / AAA Year-End 2013/14 Forecast 3. National Retail Federation 4. The Nielsen Company Total US AXOC Thanksgiving & Christmas weeks 2014 5. TechnomicBehindtheBarInsights Q3 2014
$8.6MM Investment will help generate 300MM+ National Impressions
A targeted media strategy will help reach more consumers, more times each day
PRINT: $11.3K• Market Watch will further enhance the Cannon Blast within the trade
community
SEARCH/SOCIAL/DIGITAL: $3.6MM• Appear as the top cocktail ingredient when users search for relative keywords• Custom content sponsorship with a partner like The Onion or BuzzFeed to speak to
millennials through their trusted sources of entertainment• Fantasy Football sponsorship with CBS Sports to continue the announcement of Cannon
Blast• Digital Video in premium environments such as Hulu, and Viacom properties to drive
awareness• Active social presence to engage consumers
TV: $5.0MM• Launch the new OSR trademark campaign with high reaching networks that have
cultural significance against our millennial audience • ESPN Happy Hour Sponsorship• 7 weeks at 35-40 GRPs/wk
Source: 1. CARAT Media as of 6/24/2014; 2. MKTG Sampling Event Results August 28, 2013
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INTEGRATED NATIONAL PROGRAM – JULY 2014CAPTAIN MORGAN® ORIGINAL SPICED RUM CAPTAIN’S TABLE
PLEASE DRINK RESPONSIBLYCAPTAIN MORGAN Original Spiced Rum. Caribbean Rum With Spices And Other Natural Flavors. 35% Alc/Vol. ©2015 Captain Morgan Rum Co., Norwalk, CT.
.
EXECUTION STANDARDS
POS SUPPORT
DISPLAY STANDARDS
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015CAPTAIN MORGAN® HOLIDAY
Priority #1:Create Retail Theater out of Section
• Build Trademark mass displays in high traffic locations• Utilize Cannonball VAP/Pack to drive display• Merchandise displays with POS and Mixers• Schedule Sampling Events with Custom Labels
Priority #2:Draw Attention in Aisle
• Engage Consumers in aisle with POS• Secure Shelf-Talker to create Cannonball Awareness• Leverage Recipe Bottle-Neckers to drive new serves
ConvertiblePole Topper &
Ceiling Dangler
20+ Cs Display 10 Cs Display MixerOSR 50% 50% Cola
WHITE 20% 20% Cola, Lemon-LimeSoda
FLAVORS 20% 20% JuiceC-BLAST 10% 10% N/A
Priority Channels: Independent Liquor, Grocery, Club & Mass
Case CardMini Case
CardCase Tucker
Poster
ConvertiblePole Topper & Ceiling
Dangler
Shelf Talker
Digital Media
Engagement
18 • SHARE THE MOMENT • FY16 HOLIDAY
MEDIA SUPPORT
KETEL ONE ® HOLIDAY – NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
• KETEL ONE® Vodka sales spike during key holiday periods with:
• Higher dollar lifts & profit during key selling period.
• During the holidays, shoppers will trade up when shopping for a gift, attending or hosting a party.1
• Bartenders describe KETEL ONE® Vodka as “smoother” and “higher quality” than other Vodkas.2
Reinforce KETEL ONE’s quality credentials worthy of being shared, setting it apart from other ultra premium vodkas and brown spirits
Sources: 1 – The Nielsen Company Total US XAOC 4wk ending 11/8/14 & 12/6/14, Profjt is based on avg price per 750ml assuming 26% retailer margin. 42– Spectra Nov 2013 (vs. Absolut Vodka shoppers)
$3.6MM Investment will help generate 174MM Impressions Nationally
SEARCH/SOCIAL/DIGITAL: $1.1MM• DIGITAL:
• Drive mass awareness of new campaign & brand story• Drive engagement of Ketel One Cocktails
• Social• Drive awareness of new campaign and brand story• Drive engagement of recipe content through brand and cultural moments
• Search:• Ketel to surround relevant key words for the brand & category
PRINT: $512K• Produce mass awareness of new campaign and brand story through full page
color ads• Sponsorship of Esquire 1000th issue
TV: $2MM• Garner mass reach behind new campaign in an impactful way• Create impact with World Series spots
Sources: CARAT Media as of 6/25/15
SHARE THE MOMENT • FY16 HOLIDAY • 19
DISPLAY STANDARDS
POS SUPPORT
PLEASE DRINK RESPONSIBLYKETEL ONE Vodka. Distilled from Wheat. 40% Alc/Vol. ©[Year] Imported by Ketel One USA, Aliso Viejo, CA.
EXECUTION STANDARDS
KETEL ONE ® HOLIDAY – NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
SAMPLING SUPPORT
Priority #1: Drive Display Priority #2: Inspire Shoppers in Aisle Priority #3: Engage Via Gifting Concierge
WreathGift BagPoster
• Allow consumers to discover KETEL ONE’s authenticity and substance during sampling events experienced at off-premise locations. (where legal).
• Invite buyers to experience the craft of KETEL ONE® Cocktails. Samplers use a copper shaker and pestle to handcraft these delicious seasonal cocktails.
• Those that participate in the sampling will receive a recipe guide so they too can create festive cocktails of substance for all.
• Those that purchase a bottle will receive it wrapped in an elegant gift bag sporting an etched personalized copper name tag.
• Build impactful KETEL ONE® permanent mass display/pole topper in high traffic location • 2/3 base, 1/3 flavors
• Display Standards: 10+ cases for small accounts, 20+ cases for larger accounts.• Utilize copper accented POS to drive awareness and conversion , showcasing that KETEL ONE® Vodka is
the perfect brand to serve at holiday gatherings and gifting.
POSTERS CAPTURE ATTENTION UPON ENTRY AT RETAIL
HIGH IMPACT, PREMIUM DISPLAY DELIVERS HOLIDAY DRINK &
GIFTING SOLUTIONS
USER GENERATED CONTENTRETAIL SAMPLING DRIVES TRIAL AND
CONVERSION
SHELF TALKER, ON-PACK NECKER AND GIFT TAG ALLOW THE BRAND
TO STAND OUT AT SHELF
INSPIRATION & DIGITAL
OFFERS VIA SOCIAL MEDIA
Copper Mule Mug
20 • SHARE THE MOMENT • FY16 HOLIDAY
CROWN ROYAL® HEROESINTERGRATED NATIONAL PROGRAM – DECEMBER 2015
• Nearly all consumers say they want to see more products, services and retailers support worthy issues1 & causes
• The holiday season is the peak season for CROWN ROYAL®
Blended Canadian Whisky sales – accounting for 46% of Holiday dollars2
• CROWN ROYAL® outsells the next largest Canadian Whisky 2 to 1 during the holidays2
CROWN ROYAL® INSPIRES SHOPPERS THIS HOLIDAY BY GIVING BACK TO OUR COUNTRY’S HEROES
Source: 1 –Cone Cause Evolution Study 2013, 2 – Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor 4 W/e December 28, 2013
MEDIA SUPPORT
$4.4MM Investment will help generate 220MM National Impressions
The holidays are the peak season for CROWN ROYAL® sales, accounting for 40% of media dollars2
TV & VIDEO: $3.3MM• High reaching video across channels delivering new compelling credentials
messaging• Mix of impact drama, lifestyle & live sports programming• Innovative delivery of storied history through interactive video across
desktop & mobile• Continuation of NBA partnership focused on key matchups
SEARCH/SOCIAL/MOBILE: $520K• Social postings highlighting key product messaging aligned to cultural
windows throughout the quarter• Search coverage expanded to encompass quality & heritage copy &
queries across devices
PRINT & PARTNERSHIPS: $531K• Premium Mens’ lifestyle partnerships with high impact units and broad
target reach coverage• Credentials focus in Shanken titles
Source: 1. Carat Media as of 6/25/14; 2. Nielsen Total US XAOC + Liquor 12 W/e December 29, 2012; 3. Carat “Media, the Converging Landscape”; 4. Experian Simmons; Ipsos, Market Evaluations
SHARE THE MOMENT • FY16 HOLIDAY • 21
PLEASE DRINK RESPONSIBLYCROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
ACCOUNT ACTIVITY
CROWN ROYAL® HEROESINTERGRATED NATIONAL PROGRAM – DECEMBER 2015
ACTIVATION
DISPLAY STANDARDS
EXECUTION STANDARDS
Priority Channels: Independent Liquor, Grocery, Club, MassPriority #1: Drive Mass Display
Priority #2: Drive Conversion At Shelf
DISPLAY GUIDELINESDELUXE 50%
APPLE &/Or MAPLE 50%
• Inspire shoppers and drive breakthrough displays with bag donation pole topper/bin with deluxe, regal apple &/OR maple
• Leverage new at-shelf elements (shelf talker & belly band) to drive awareness and participation for bag donation program
DONATE YOUR BAG AND SEND IT TO A HERO
• This year Crown Royal® will be asking consumers to donate their Crown Royal® bags in the off-premise in support of Military men & women overseas. For every bag donated, Crown Royal will donate $1 to Packages From Home*.
• To amplify the Bag Donations, Divisions will have the opportunity and tools to activate events in market and at-retail via the “Bag Stuffing” program. Leveraging the collected bags from off-premise activities, adult consumers will pack donated Crown Royal® bags with items to be sent to a local unit or military personnel serving overseas. *Up to Maximum donation of $25,000
POSTER
BAG DONATION
POLE TOPPER/
BIN
SHELF TALKERCOUNTER UNIT
22 • SHARE THE MOMENT • FY16 HOLIDAY
INTEGRATED NATIONAL PROGRAM – DECEMBER 2015CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY
CÎROC® Vodka reminds people of those times and what’s important about the now.
• Consumers are choosing CÎROC® - Making CÎROC® the growth driver in premium Vodka1.
• Absolute dollar growth of CÎROC® is $7.1MM with Grey Goose at $1.2MM1.
• The demand for CÎROC® in bars is stronger than the competition.2
• 360MM glasses of sparkling wine are consumed during the holidays3 providing new opportunity for CÎROC® consumption and buyers.
Source: 1 – The Nielsen company Total US XAOC + Liq 52WE 5/24/14; 2 – Spectra March 2014, Adults 21+; 3-http://miamifornewyears.com/new-years-eve-infographic/ & http://www.timessquarenyc.org/events/new-years-eve/index.aspx 4 – Millward Brown Tracking Study Q1 F14 – Q1 F15 5– NABCA Control States On Premise 12mos ending 11/30/14
KEY BENEFITS
SUPPORT TOOLS AND POS
Luxury Cocktail recipes from the Award Winning CÎROC®
will Drive Profits and Growth for Luxury Vodka
Generating Growth & Profits
Consumers Are Choosing CÎROC® - Making CÎROC® the GROWTH DRIVER in Ultra Premium Vodka
On Premise Shelf Dollars5
$13.9 $20.0
2011 2014
+44%
$7.2MM $1.7M
M
CIROC GREYGOOSE
ABSOLUT
Abs Dollar Growth
-$8.4MM
Poster Pole Topper Gift Bags
Shelf Glorifier
SHARE THE MOMENT • FY16 HOLIDAY • 23
INTEGRATED NATIONAL PROGRAM – DECEMBER 2015CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY
DISPLAY STANDARDS
MEDIA SUPPORT
EXECUTION STANDARDS
• Build impactful CÎROC® displays with Holiday disco pole topper. Lead with base and flank with Pineapple & Amaretto.
• Drive incremental CÎROC® Pineapple 4 case stand alone displays in high-traffic locations
• Utilize CÎROC® POS to drive awareness/conversion by showcasing that CÎROC® is the perfect brand to elevate your holiday parties.
• Activate small size and anti-theft display (50 mL, 200 mL 375 mL and 750 ml) at counter and shelf to drive trial, and impulse purchase.
Priority #1: Drive Display Priority #2: Inspire Shoppers In Aisle Priority #3: Engage and Educate Gatekeepers
Source: 1..CARAT “Media, The Converging Landscape”;
Posters inspire buyers upon store entry
Social Media Educates
Bottle Glorifier & Necker draws
attention at shelves Luxury Gifting Tools
High impact display stops buyers User Generated
Content engaging with product
TV:$3.89MMConsumers 25+ spend over 120 hours/week watching TV1
• Launch support of NBA initiatives with new creative spots• Introduce new Ciroc image to a wide audience on ESPN, TNT,
Jimmy Kimmel, and ViacomDIGITAL/SEARCH: $957KFacebook has the highest monthly reach of all social sites1
• DIGITAL: Surround NBA.com with brand content during key sporting moments
• SEARCH: Surround relevant search terms related to brand values and key drinking holidays
PRINT:$11KMagazines are #1 in ad receptivity1
• One insertion in Market Watch to maintain a presence in Trade publications
$4.85MM National Investment will help generate 262MM National impressions
24 • SHARE THE MOMENT • FY16 HOLIDAY
MEDIA SUPPORT
SUPPORT TOOLS
INTEGRATED NATIONAL PROGRAM – DECEMBER 2015JOHNNIE WALKER® BLENDED SCOTCH WHISKY
JOHNNIE WALKER® WILL INSPIRE SHOPPER TO GIFT THIS SEASON BY OFFERING A SUITE OF UPSCALE GIFTING SOLUTIONS TO MAKE THEIR NEXT WORTHY
CELEBRATORY OCCASION MEMORABLE.
• Gifting is key for men during the holidays – 94% of men gave a gift to an adult this past holiday season, most spending between $26-$501
• JOHNNIE WALKER® leads the Scotch Category with BLACK LABEL® Blended Scotch Whisky2
• Both JOHNNIE WALKER® BLACK LABEL® Blended Scotch Whisky and JOHNNIE WALKER® BLUE LABEL®
Blended Scotch Whisky are top choices for gifting1
Sources: 2 , 2 – Nielsen 52WE 11/8/14Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor
TRUNK SHOW GIFTING DISPLAY(FEATURING GIFTING TOOLS)
• Upgraded Engraving Station and Consumer Experience• Gift Wraps & Gift Bags• Blue Label VAP
Investing nearly 2X more than compeition,1 JOHNNIE WALKER® is a top choice for gifting2
SEARCH/SOCIAL/DIGITAL:$863KDigital media has the highest reach per incidence3
• Keep Johnnie top of mind as consumers are actively searching for relevant keywords
• Digital video support in premium environments such as Hulu and YouTube
PRINT: $3.5MMMagazine ads are #1 in receptivity and inspiration3
• Launch Walk with Joy campaign across wide breadth of genres (news, sports, entertainment, food, lifestyle, and travel) for mass reach
• Wall Street Journal front square buy to support Johnnie Blue
TV: $5.5MM• Premium programming during the holiday gifting season for both • Walk with Joy and The Wager campaigns
$9.8MM investment will help generate 230MM+ National Impressions
Source: 1 – CARAT Media Investment as of 6/25/15; 2 - Vision Critical Male Consumer Holiday
SHARE THE MOMENT • FY16 HOLIDAY • 25
PLEASE DRINK RESPONSIBLYCROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
DISPLAY STANDARDS
EXECUTION STANDARDS
INTEGRATED NATIONAL PROGRAM – – DECEMBER 2015JOHNNIE WALKER® BLENDED SCOTCH WHISKY
Priority #1:Secure placement of Luxury Display Trunks & Gifting Destinations on Floor and Shelf
Priority #2:Execute Johnnie Walker Blue Label Engraving 2.0 Events1. Schedule Blue Label engraving events (where
legal)2. Drive visibility to Blue Label Engraving and Gift
Wrap POS
P RI ORI T Y C HANNEL S: R ESERVE & L I QUOR, C L UB, G ROCE RY
Take One Education Guide
Contravision – Blue & Black Label
Counter Card-Blue Label
Information Card – Claim Check
String Lights
14+ Case Display 18+ Case DisplayBlack Label 8 7
Double Black 3 7
Red Label 3 4
POS SUPPORT
1. Utilize small & medium size trunks to drive luxury display of the Johnnie Walker portfolio
2. Utilize large Johnnie Walker Gift Center display units to distribute gift boxes available for each label to inspire gifting across the JW portfolio
JW.com
Gift Bags:Blue,
Gold/Platinum(medium),Red/Black/
Double Black(small)
26 • SHARE THE MOMENT • FY16 HOLIDAY
TM
INTRODUCING A LINE OF PROHIBITION INSPIRED WHISKY COCKTAILS PERFECTED FOR ENJOYMENT FROM BOTTLE TO GLASS.
STUDEBAKERCOCKTAILS.COM
ENJOY RESPONSIBLY.
STUDEBAKER MANHATTAN and OLD FASHIONED Cocktai ls . 30% Alc/Vol . ©2015 Imported by Studebaker Dist i l l ing Co. , Norwalk, CT.
28 • SHARE THE MOMENT • FY16 HOLIDAY
BULLEIT® - OCTOBER 2015INTEGRATED NATIONAL PROGRAM
BULLEIT WILL INSPIRE CONSUMERS TO ELEVATE THEIR TAILGATE OCCASION WITH A MORE CONTEMPORARY APPROACH THROUGH IT’S NEW SOUTH PERSPECTIVE AND
EXPERTISE IN COCKTAILS, FOOD AND SET-UP.
A Renaissance of Classic Cocktails is driving growth of High End, Small Batch Whisky
High End, Small Batch & Single Barrel Bourbons continue year over year growth, +85% since 20115
The tailgating tradition continues to grow and fans are elevating the experience by making them bigger, more elaborate and sophisticated4
Bourbon Whiskey drinkers are more likely than any other spirits category drinkers to have interest in tailgating or football1
1. Nielsen Spectra NCS Adult Usage Tailgating Last 12 Months, Football(attend) Oct 2013 2. – NABCA Control State On Premise Annual Dollar Sales - 12 Months Ending October, 31 2014 3. Nielsen Xaoc 52wks Ending 1/3/15 4. http://www.bonappetit.com/entertaining-style/trends-news/article/luxury-tailgating http://www.225batonrouge.com/community/the-tailgate-trajectory-how-lsu-footballs-greatest-tradition-has-changed-and-how-it-has-stayed-the-same 5. NABCA CONTROL STATE ON AND OFF PREMISE W/E November 30 2014; 4- Nielsen XAOC w/e 52 Nov 8 2014
MEDIA SUPPORT
$260K Investment will help generate 2.5MM National Impressions
SEARCH $76KBulleit will be top of mind as consumers are actively searching for relevant keywords• Primarily used to drive users to learn more about Bulleit during key
time periods
PRINT: $184KOver half of consumers look to print ads for product choices2
• Continued partnership with Garden & Gun • Advertorial focused on how to throw and upscale tailgating party with
Bulleit cocktails• Product integration at Jubilee event festival in Charleston, SC in Dec
• Cigar Aficionado, Whiskey Advocate, and Wine Spectator will further enhance the brand’s presence within the trade communitySource: 1. NABCA Control State On Premise Annual Dollar Sales - 12 Months Ending October, 31 2013; 2. Mintel Print vs. Digital Media Use March 2014
SHARE THE MOMENT • FY16 HOLIDAY • 29
RECIPES
EXECUTION STANDARDS
BULLEIT® - OCTOBER 2015INTEGRATED NATIONAL PROGRAM
Priority #1:Drive Tailgate Brunch Activation
in Bar
1. Secure Bulleit® cocktail feature and thematic POS placement to drive awareness of the Brunch Tailgate party prior to the games beginning
2. Utilize customizable poster to showcase featured Bulleit® cocktails and sporting games during the day
Priority #2:Draw Attention to Bar and
Table
1. Utilize the Bulleit® cocktail service unit to excite consumers with new Bulleit® tailgate themed cocktail recipes and specials
2. Leverage Bulleit® branded/themed POS to drive account visibility
Priority #3:Engage and Educate
Consumer via New Drink Recipe
1. Activate the Bulleit®
Tailgate Brunch – while engaging consumers with the Bulleit® Tailgator drink recipe through managed and account run brunch activity
Priority Channels: Upscale Casual Dining, Casual Bar, Lounge
BULLEIT BOURBON® BLT1.3 oz. BULLEIT BOURBON®
4 oz. tonic water1 lemon wedge
BULLEIT 95 RYE®
Manhattan1 oz BULLEIT0.5 oz Sweet Vermouth3 dash Angostura BittersStir and strainGarnish: Luxardo Cherry,
Lemon Peel,
BULLEIT BOURBON® Old Fashioned1 maraschino cherry1 oz. BULLEIT BOURBON®
0.25 oz. bitters1 teaspoon(s) sugar1 splash(es) waterlemon twist1 slice(s) orange
Glass
Ladies' TankNapkin Holder Napkin's
Men’s Shirt
Mason Jar Shaker
Tray
Coaster – Set of 3
SUPPORT TOOLS AND POS
30 • SHARE THE MOMENT • FY16 HOLIDAY
Coffee consumption is on the rise and Baileys® remains the #1 after-dinner drink1
• 36% of Baileys® is consumed in coffee• 255k Baileys ® and Coffee drinks
a day• 93MM drinks a year.3
• Keurig is the #1 Single Serve coffee brewer in 20MM households and offers serves more than 50 top coffee brands4
• Americans drink more coffee (61%) than soda (41%)5
• Single-cup coffee consumption up 9% vs. YAG5
$16.7$15.6
$12.8 $12.1 $12.0 $12.0 $11.7
$9.6 $9.2 $9.0
BaileysOriginal
750
JackDaniels
Black 750
Fireball 750 CaptainMorgan
OSR 1.75
JackDaniels
Black 1.75
CrownRoyal
Deluxe 750
Jameson750
SmirnoffReg 1.75
GreyGoose 750
Skyy Reg1.75
Baileys® is #1 in Dollar Sales during
Holiday 2Millions
$1.1MMDifference!
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015BAILEYS® IRISH CREAM
Source: 1- Technomic Q4 2014 2- Nielsen XAOC 8WE 1/3/15; 3- CARAT- MRI 2014; 4- Forbes Investing 11/24/14; 5- National coffee drinkers trends 2014 6-IRI Total US Food & Drug 52wk ending 6/30/2014 7- Technomic Coffee Trends & Baileys® Premiumization 1214 8- Guestmetrics Full Service On Premise September 1 2014-November30 2014 (Categories are not exclusive) *based on average 15% tip per check
MEDIA SUPPORT
SEARCH/SOCIAL/MOBILE: $894K• Focused digital plan seeking to own the Coffee +
Baileys occasions throughout the quarter• Alignment to contextual coffee & cultural
environments• Strong base of video driving targeted reach• Timely & relevant social postings amplifying key
moments
PRINT: $49K• Sandra Lee - page• Wine Spectator - spread
$943k Investment will help generate 47MM National Impressions
Source: 1 – CARAT Media investment as of 6/25/15;
Add A Shot of Baileys to help tap into the shots Opportunity
SHARE THE MOMENT • FY16 HOLIDAY • 31
RECIPES
ACTIVATION & EXECUTION STANDARDS
PLEASE DRINK RESPONSIBLYCROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015BAILEYS® IRISH CREAM
Partner with accounts to put ‘Add A Shot of Baileys®’ as a
consistent menu feature.
Pens
SUPPORT TOOLS AND POS
1) Be Prepared for Inquiry– When a customer sees any program visibility or asks about the offer, make sure you are well-versed on the
“Add a Shot of Baileys®” program and the value it can deliver to you and your account– YouTube Search ‘Baileys® US Channel’ For the ‘Add A Shot’ video
2) Upsell any Coffee Purchase– Ask your customers to “Add a Shot of Baileys® for $X” to any coffee order– Remember, the hitchhiker glass is 2oz - there is a huge opportunity to increase profits!
3) Offer to Serve the Baileys® shot on the side– Allow customer to add the shot themselves, driving the behavior– If your account, specializes in Baileys® Irish Coffee then let that remain as the primary serve
4) Offer other delicious Baileys® flavor
Bow
Necker
32 • SHARE THE MOMENT • FY16 HOLIDAY
MEDIA SUPPORT
SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
EVERYONE CAN MAKE A GREAT DRINK….DEMONSTRATING VERSATILITY OF SMIRNOFF® AND EASE OF MAKING SIMPLE,
DELICIOUS MIXED DRINKS THAT EVERYBODY CAN ENJOY
Smirnoff + Holiday…Helps Drive Success
• Holiday is a key selling period as both flavored and unflavored vodka dollars on display spike3
SMIRNOFF® Shoppers are in the store more and buy bottles more often than competition…
• 2X as many buyers than Svedka1
• 8X the trips as New Amsterdam1
• Higher repeat purchase rate than Pinnacle2
Source: 1. Homecan Panel 52WE 6/28/13; 2. Major Retailer Frequent Shopper Card database 3 - Niesen XAOC + Liq, % Lift Dollars Display
$6.4MM Investment will help generate 134MM National Impressions
TV: $4.1MM• Continue celebrating the Exclusively for Everyone
trademark campaign with high reach networks• ESPN Happy Hour & Jimmy Kimmel sponsorships
DIGITAL/SEARCH/SOCIAL: $2.3MM• Display advertisements to surround EDM,
entertainment, and lifestyle content throughout the quarter
• Culturally relevant and timely social posts to engage users with brand
• Paid search around brand, category, and recipe content
SMIRNOFF® is investing to support the launch of the new Exclusively for Everybody campaign
Source: 1. CARAT Media as of 6/25/15
SHARE THE MOMENT • FY16 HOLIDAY • 33
RECIPES
ACCOUNT ACTIVITY
PLEASE DRINK RESPONSIBLYSMIRNOFF No. 21 Vodka. Distilled From Grain. 40% Alc/Vol. ©[Year] The Smirnoff Co., Norwalk, CT.
EXECUTION STANDARDS
SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
MOSCOW MULE1.5 oz. SMIRNOFF® No. 21 Vodka4 oz. Ginger Beer or Ginger Ale2 Wedges of Lime
KISSED CARAMEL CIDER1.5 oz. SMIRNOFF® Kissed Caramel4 oz. Apple Cider2 Lemon Slices
CANDY CANE MARTINI1.5 oz. SMIRNOFF® No. 21 Vodka.5 oz. Peppermint Schnapps1.5 oz. Lemon-Lime SodaCrushed Candy Cane Rim
MERRY BERRY PUNCH12 oz. SMIRNOFF® Kissed Caramel16 oz. White Cranberry Juice2 Handfuls Frozen Cranberries
Priority #1:Educate Gatekeeper
1. Remind Gatekeepers that SMIRNOFF® pioneered the cocktail revolution in the U.S
Priority #2:Drive Call
1. Drive call through permanent visibility and POS.
2. Utilize table tent to showcase classic SMIRNOFF® drinks.
PRIORITIES & PRIORITY CHANNELS – NEIGHBORHOOD BAR, CASUAL BAR, CASUAL DINE
INSPIRATION VIA SOCIAL MEDIA
PERMANENT VISIBILITY TO
DRIVE AWARENESS
PERMANENT BARWARE TO DRIVE
VISIBILITY & AWARENESS
USER GENERATED
CONTENT
#SMIRNOFFMULE
PLAYFUL SERVEWARE TO INSPIRE & DRIVE
TRIAL
SINGLE & GROUP-SERVE
RECIPES ON FEATURES &
MENUS
34 • SHARE THE MOMENT • FY16 HOLIDAY
INTEGRATED NATIONAL PROGRAM – JULY 2014CAPTAIN MORGAN® ORIGINAL SPICED RUM CAPTAIN’S TABLE
SITUATION
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015CAPTAIN MORGAN® HOLIDAY
An estimated 99 Million consumers will travel away from home during the holidays
• 74% will spend their travel time reuniting with family or friends to celebrate and entertain.
• 89% of bartenders that offered group share cocktails offered year round5
• During Holiday occasions, shoppers tend to buy the brands that they know and 2/3rds will spend more for a name brand beverage1
• Captain Morgan® sells 25-75% faster during holiday weeks vs. a typical week; spiking more than the total rum segment on avg3
CAPTAIN MORGAN® sparks adventure with TASTY new holiday groups serves for consumers in both the Off and On-Premise with the Cannonball
Sources: 1. IRI Group Calendar YTD ending 7-8-12 ; 2. IHS / AAA Year-End 2013/14 Forecast 3. National Retail Federation 4. The Nielsen Company Total US AXOC Thanksgiving & Christmas weeks 2014 5. TechnomicBehindtheBarInsights Q3 2014 6. Retailer Shopper Card database Oct-Jan 18th 2014 7. MKTG Program Results period ending December 2014
$8.6MM Investment will help generate 300MM+ National Impressions
A targeted media strategy will help reach more consumers, more times each day
PRINT: $11.3K• Market Watch will further enhance the Cannon Blast within the trade
community
SEARCH/SOCIAL/DIGITAL: $3.6MM• Appear as the top cocktail ingredient when users search for relative keywords• Custom content sponsorship with a partner like The Onion or BuzzFeed to speak to
millennials through their trusted sources of entertainment• Fantasy Football sponsorship with CBS Sports to continue the announcement of Cannon
Blast• Digital Video in premium environments such as Hulu, and Viacom properties to drive
awareness• Active social presence to engage consumers
TV: $5.0MM• Launch the new OSR trademark campaign with high reaching networks that have
cultural significance against our millennial audience • ESPN Happy Hour Sponsorship• 7 weeks at 35-40 GRPs/wk
MEDIA SUPPORT
Source: 1. CARAT Media as of 6/24/2014; 2. MKTG Sampling Event Results August 28, 2013
SHARE THE MOMENT • FY16 HOLIDAY • 35
RECIPES
ACCOUNT ACTIVITY
EXECUTION STANDARDS
PLEASE DRINK RESPONSIBLYCAPTAIN MORGAN Original Spiced Rum. Caribbean Rum With Spices And Other Natural Flavors. 35% Alc/Vol. ©2015 Captain Morgan Rum Co., Norwalk, CT.
.
INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015CAPTAIN MORGAN® HOLIDAY
Captain & Cola• 1.5oz Captain Morgan® Original Spiced Rum• 3oz Cola
White Mojito• 1.5oz Captain Morgan® White
Rum• 0.5oz fresh lime juice• 0.5oz simple syrup• Fresh mint, muddled• Fresh limes, cut into small pieces• 1oz club soda• 1 mint sprig
Captain Morgan® Punch• 9oz Captain Morgan® Original Spiced Rum• 12oz Pomegranate Juice• 6oz Apple Cider• 6oz Lime Juice• 3oz Simple SyrupWhite Rum Punch
• 4.5oz Captain Morgan® White Rum• 4.5oz Captain Morgan® Original Spiced Rum• 3oz Simple Syrup• 6oz Orange Juice• 3oz Pineapple Juice• 6oz Cranberry Juice• (Option: Top With Club)
SIG
NAT
UR
E SE
RVE
S
Priority #1:Drive Features
1. Priority 1: Obtain Feature placement with Captain + Cola, Cannonblast Shot
2. Priority 2: Obtain Features placement with new Captain Mixed Drink recipes to drive group serve occasion (Rum Punch, White + Cola, and Flavor + Juice)
Priority #3:Drive Gatekeeper Recommendation
1. Educate staff on the mixability of OSR, CMW and Flavors.
2. Utilize recipes and excite bartenders the importance of Captain Morgan during the Holiday
3. Educate staff on Cannonblast
Priority #2:Schedule Sampling Events
1. Leverage Cannonball to drive group shot occasion and feature cocktails
2. Secure Seasonal POS and Back Bar Visibility
POS TOOLS
Men’s T-shirtWomen’s T-shirt Bar Towel
Priority Channels: Neighborhood Bar, Sports Bar, Casual Dine
36 • SHARE THE MOMENT • FY16 HOLIDAY
MEDIA SUPPORT
KETEL ONE ® HOLIDAY – NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
• KETEL ONE® Vodka sales spike during key holiday periods with:
• Higher dollar lifts & profit during key selling period.
• During the holidays, shoppers will trade up when shopping for a gift, attending or hosting a party.1
• Bartenders describe KETEL ONE® Vodka as “smoother” and “higher quality” than other Vodkas.2
Reinforce KETEL ONE’s quality credentials worthy of being shared, setting it apart from other ultra premium vodkas and brown spirits
Sources: 1 – The Nielsen Company Total US XAOC 4wk ending 11/8/14 & 12/6/14, Profjt is based on avg price per 750ml assuming 26% retailer margin. 42– Spectra Nov 2013 (vs. Absolut Vodka shoppers)
$3.6MM Investment will help generate 174MM Impressions Nationally
SEARCH/SOCIAL/DIGITAL: $1.1MM• DIGITAL:
• Drive mass awareness of new campaign & brand story• Drive engagement of Ketel One Cocktails
• Social• Drive awareness of new campaign and brand story• Drive engagement of recipe content through brand and cultural moments
• Search:• Ketel to surround relevant key words for the brand & category
PRINT: $512K• Produce mass awareness of new campaign and brand story through full page color ads• Sponsorship of Esquire 1000th issue
TV: $2MM• Garner mass reach behind new campaign in an impactful way• Create impact with World Series spots
* KETEL ONE® is loved by bartenders, calling it “smoother” and “higher quality” than other Vodkas2.
Sources: 1 – CARAT Media as of 6/25/15; 2. 3 – MSS Bartender Monthly Newsletter, Aug 2013; 3. CARAT, “Media, The Converging Landscape” * Nielsen AdViews Titos Vodka
SHARE THE MOMENT • FY16 HOLIDAY • 37
Copper Mule Mug
RECIPES
ACCOUNT ACTIVITY
EXECUTION STANDARDS
PLEASE DRINK RESPONSIBLYKETEL ONE Vodka. Distilled from Wheat. 40% Alc/Vol. ©[Year] Imported by Ketel One USA, Aliso Viejo, CA.
KETEL ONE ® HOLIDAY – NOVEMBER 2015INTEGRATED NATIONAL PROGRAM
KETEL ONE® UPTOWN1 Ounce KETEL ONE® Vodka.5 Ounce Pink Grapefruit Juice.5 Ounce Lime Juice.5 Ounce Sparkling Wine.25 Ounce Agave Syrup.25 Ounce Amaretto Liqueur
KETEL ONE® MO MULE1.5 Ounce KETEL ONE® Vodka1 Ounce Pineapple Juice.25 Ounce Lime Juice.25 Ounce Simple SyrupTop with Ginger Beer1 Dash Aromatic Bitters
KETEL ONE® ULTIMATE MARTINI1.5 Ounce KETEL ONE® Vodka1 Twist Lemon
KETEL ONE® POM MERRY MASH1.25 Ounce KETEL ONE® Vodka½ Cup Fresh Pomegranate JuiceMuddle Fresh Lime & RosemaryFresh Rosemary Sprig
Priority #1:Drive Call
• Utilize Movember POS and permanent barware to drive call.
• Gain menu feature placement of KETEL ONE® MO Cocktails by utilizing Menu Maker templates (where legal)
Priority #2:Drive Gatekeeper Recommendation
• Educate staff on Movember participation, KETEL ONE® MO Cocktails, brand quality and unique distilling process
Priority #3:Drive Trial & MO
Recruitment
• Drive trial of Ketel One® MO Cocktails with MO Night Tool Kit
• Recruit Movember participation through education at MO Nights.
SUPPORT TOOLS AND POS
Self-Adhesive Mustaches
Straw with MustacheReversible Chalkboard
Priorities & Priority Channels – Independent & Grocery
AWARENESS VIA SOCIAL MEDIA
POS PROVIDES MOVEMBER EDUCATION AND DETAILS
MO TOOLKIT INSPIRES COCKTAIL TRIAL
FESTIVE MO GLASSWARE AND VISIBILITY DRIVE
TRIAL
TABLE TENT AND INSERTS HIGHLIGHT MOVEMBER COCKTAILS AND CAUSE
USER GENERATED CONTENT
Copper Shaker
Coasters Men’s & Women’s T-shirts
38 • SHARE THE MOMENT • FY16 HOLIDAY
CROWN ROYAL® HEROESINTERGRATED NATIONAL PROGRAM – DECEMBER 2015
MEDIA SUPPORT
• Nearly all consumers say they want to see more products, services and retailers support worthy issues1 & causes
• The holiday season is the peak season for CROWN ROYAL®
Blended Canadian Whisky sales – accounting for 46% of Holiday dollars2
• CROWN ROYAL® outsells the next largest Canadian Whisky 2 to 1 during the holidays2
CROWN ROYAL® INSPIRES SHOPPERS THIS HOLIDAY BY GIVING BACK TO OUR COUNTRY’S HEROES
Source: 1 –Cone Cause Evolution Study 2013, 2 – Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor 4 W/e December 28, 2013; 5- US Major Retailer Frequent Shopper Card Data 52 weeks October 2014; 6 - Mintel July 2012; 7-Guestmetric * Average Unit Price for 750ml as reported by Nielsen at an average margin of 26%
$4.4MM Investment will help generate 220MM National Impressions
The holidays are the peak season for CROWN ROYAL® sales
TV & VIDEO: $3.3MM• High reaching video across channels delivering new compelling
credentials messaging• Mix of impact drama, lifestyle & live sports programming• Innovative delivery of storied history through interactive video
across desktop & mobile• Continuation of NBA partnership focused on key matchups
SEARCH/SOCIAL/MOBILE: $520K• Social postings highlighting key product messaging aligned to
cultural windows throughout the quarter• Search coverage expanded to encompass quality & heritage copy
& queries across devices
PRINT & PARTNERSHIPS: $531K• Premium Mens’ lifestyle partnerships with high impact units and
broad target reach coverage• Credentials focus in Shanken titles
Source: 1. Carat Media as of 6/25/15
SHARE THE MOMENT • FY16 HOLIDAY • 39
PLEASE DRINK RESPONSIBLYCROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
RECIPES
ACCOUNT ACTIVITY
EXECUTION STANDARDS
CROWN ROYAL® HEROESINTERGRATED NATIONAL PROGRAM – DECEMBER 2015
Priority #1: Inspire gatekeepers to master Crown batched
cocktails
• Provide the tools to create batched cocktails featuring fresh seasonal local ingredients to accompany brunch/lunch menus
Priority #2:Gatekeeper education and
training
• Provide gatekeepers with the tools and instruments to create specialty Crown Royal flavors crafted cocktails
Priority Channels: Casual Bar, Neighborhood Bar, Sports Bar
Crown of Honor1.5 oz Crown Royal Deluxe2 oz. Fresh Lemon JuiceTop with lemon-lime soda2 dashes of Angostura BittersGlass: RocksTechnique: Combine ingredients except lemon-lime soda in a shaker with ice, shake well and strain in a rocks glass over ice. Top with lemon-lime soda and add two dashes of bitters.
The Bold Rush (Gold Rush)1.25oz Crown Royal Black.75 Lemon Juice.5 Honey Syrup (equal parts honey and water)Glass: MartiniGarnish: Lemon TwistTechnique: Combine ingrédients in shaker with ice, shake well and strain into a martini glass.
Valiant Apple1.5 oz Crown Royal Regal Apple3 oz. Cranberry JuiceGlass: CollinsGarnish: Lime sliceTechnique: Add ingredients over ice in Collins glass, stir.
Noble Maple1.5 oz Crown Royal Maple Finished.5 oz lemon juice1.5 oz. pineapple juice.5 oz club sodaGlass: HighballGarnish: Orange WheelTechnique: Add all ingredients except club soda to a shaker with ice, shake well and strain into an ice-filled highball glass.
40 • SHARE THE MOMENT • FY16 HOLIDAY
INTEGRATED NATIONAL PROGRAM – DECEMBER 2015CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY
SUPPORT TOOLS AND POS
CÎROC® Vodka reminds people of those times and what’s important about the now.
• Consumers are choosing CÎROC® - Making CÎROC® the growth driver in premium Vodka1.
• Absolute dollar growth of CÎROC® is $7.1MM with Grey Goose at $1.2MM1.
• The demand for CÎROC® in bars is stronger than the competition.2
• 360MM glasses of sparkling wine are consumed during the holidays3 providing new opportunity for CÎROC® consumption and buyers.
Source: 1 – The Nielsen company Total US XAOC + Liq 52WE 5/24/14; 2 – Spectra March 2014, Adults 21+; 3-http://miamifornewyears.com/new-years-eve-infographic/ & http://www.timessquarenyc.org/events/new-years-eve/index.aspx 4 – Millward Brown Tracking Study Q1 F14 – Q1 F15 5– NABCA Control States On Premise 12mos ending 11/30/14
MEDIA SUPPORT
Source: 1..CARAT “Media, The Converging Landscape”;
LED Reserve Sign
TV:$3.89MMConsumers 25+ spend over 120 hours/week watching TV1
• Launch support of NBA initiatives with new creative spots• Introduce new Ciroc image to a wide audience on ESPN, TNT,
Jimmy Kimmel, and ViacomDIGITAL/SEARCH: $957KFacebook has the highest monthly reach of all social sites1
• DIGITAL: Surround NBA.com with brand content • SEARCH: Surround relevant search terms related to brand values
and key drinking holidaysPRINT:$11KMagazines are #1 in ad receptivity1
• One insertion in Market Watch to maintain a presence in Trade publications
$4.85MM National Investment will help generate 262MM National impressions
SHARE THE MOMENT • FY16 HOLIDAY • 41
INTEGRATED NATIONAL PROGRAM – DECEMBER 2015CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY
RECIPES
ACCOUNT ACTIVITY
EXECUTION STANDARDS
PLEASE DRINK RESPONSIBLYCÎROC Vodka. Distilled From Fine French Grapes. 40% Alc/Vol. ©2013 Imported from France by Diageo, Norwalk, CT.
•Where legal, drive brand platform with all activation exuding celebratory feeling
•Drive consumer awareness, trial and incremental purchase of CÎROC®
Vodka, CÎROC® Pineapple and CÎROC® Amaretto
CÎROC® LOLA1.5 OZ. CÎROC® VODKA1.5 OZ. POMEGRANATE JUICE1 TSP. ELDERFLOWER LIQUEURSPLASH OF CHAMPAGNEGARNISH: LEMON PEEL
CÎROC® BELLINI1 OZ. CÎROC® PEACHSPLASH OF CHAMPAGNE
CÎROC® RED BERRY ROYALE1.5 OZ. CÎROC® RED BERRY0.5 OZ. FRESH LEMON JUICE0.5 OZ. SIMPLE SYRUPSPLASH OF ROSE CHAMPAGNEGARNISH: RASPBERRIES
CÎROC® COCO LOSO BUBBLY1 OZ. CÎROC® COCONUT1 OZ. DOLE® PINEAPPLE JUICE0.5 OZ. GRENADINESPLASH OF CHAMPAGNEGARNISH: PINEAPPLE
Priority #1:Drive Call
1. Drive Call for CÎROC® New Years Eve cocktails via menu placement (including bottle service menu) and use of menu maker to provide the ultimate way to elevate any celebration into a VIP experience CÎROC®.
Priority #2:Drive Awareness with
Visibility
1. Bottle Glorifier, Dummy Bottles and Table Tent.
2. For Night Club & Lounge activation use Halo, Ice Bucket, Menu Clip and NYE Kit.
Priority #3:Engage & Educate
Bartenders
1. Educate via ambassador program & sampling mechanic (where legal)
44 • SHARE THE MOMENT • FY16 HOLIDAY
Bloomsbury
JUL / AUG 2015 LAUNCH
INNOVATION
OVERVIEW
SUPPORT
EXECUTION
• LIQUID: London Dry Gin• BOTANICALS: Tuscan Juniper, Coriander, Angelica,
Winter Savory, Cassia Bark• TASTE: Robust, Balanced, Juniper-Heavy • SRP: Line Priced w/ Tanqueray Old Tom & Malacca• SIZE: 1.0L• PROOF: 47.3% ABV / 94.6 Proof• SERVE: Gin & Tonic, Singapore Sling, London Buck
LIMITED EDITION
THE STORYA juniper forward gin created from the Tanqueray family recipe book dating back to 1880 Bloomsbury, London.
Charles Waugh Tanqueray is the son of Charles Tanqueray. In 1868, when Charles died, his son Charles Waugh took over his business. He was 20 years old at the time. A brilliant business man who saw the global potential for Tanqueray, Charles Waugh started promoting the brand internationally. Charles Waugh was instrumental in masterminding the merger between Charles Tanqueray & Co and Alexander Gordon & Co in 1898, forming the largest Gin House in the world.
Coriander
Angelica Cassia Bark
Winter Savory
Juniper
POSMedia / PR
Table Tent , Shelf Talker, Case Card,
Poster
Happy Hour Events Awards
Tanqueray London Dry
5 Double Gold Medals & Best Gin
Tanqueray No. TENONLY White Spirit inducted into the
Hall of Fame
Please Drink Responsibly! TANQUERAY® Old Tom Gin. 100% Grain Neutral Spirits. 47.3% Alc/Vol ©2015 Imported by Charles Tanqueray & Co, Norwalk CT
ON-PREMISE• Priority Channels: Craft Cocktail, Fine Dining• Menus: Classic & Retro Cocktails, “Crafted” & “Hand-Made” Creations, Gin & Tonic
OFF-PREMISE• Priority Channel: Specialty Retail Outlets with Knowledgeable Staff
Muted dark purple seal & closure reflecting the
juniper heavy liquid
The main label reflects a portion of the original
hand written recipe
A Charles Waugh Tanqueray signature
and initials marque to hero CWT
A Buck is a classic style of cocktail that denotes a highball made w/ ginger ale or ginger beer; a "London Buck" was made w/ Gin.• 2 oz Tanqueray Bloomsbury• ½ oz Fresh Lemon Juice• 4 oz Ginger Ale• 2 Dashes Angostura BittersCombine gin, lemon & ginger ale in a highball glass w/ ice & stir. Dash bitters on top. Garnish w/ a lemon wheel.
This is how I prefer my Martini & it was quite delicious w/ Bloomsbury.• 2 oz Tanqueray
Bloomsbury• 2 oz Dolin Dry Vermouth• 2 Dashes Orange Bitters
(1 Dash Fee's, 1 Dash Regan's if we're being picky)
Stir, serve up in a Nick &Nora glass. Garnish w/ a lemon twist.
Tanqueray Fifty Fifty MartiniTanqueray Bloomsbury Buck
SHARE THE MOMENT • FY16 HOLIDAY • 45
OVERVIEW
SUPPORT
EXECUTION
• LIQUID: Blend of Captain Morgan’s Famed Rum and aUnique Bold Spice Blend
• TASTE: Caribbean Citrus with Chipotle & Jalapeno Pepper• SRP: Line Priced w/ Captain Morgan OSR• SIZES: 50ml, 750ml, 1.0L• PROOF: 35% ABV / 70 Proof• SERVE: Chilled Shot
SHOTS! SHOTS! SHOTS!• Dramatic increase in shots on-premise with 39% of
bartenders reporting serving more shots1
• 56% Growth of Shots on Menus in the Last 2 Years4
• Captain Morgan is the #1 Premium Spiced Rum in Cocktails on Menu2
• Over 80% of consumers drink Captain Morgan on a regular basis – more than Bacardi or Malibu3
• Captain Morgan is Top Rum brand for Shots!
1. Millward Brown Form of Consumption Survey Feb 2104 2. Technomic 2014 Trends in Adult Beverage Study 3. Mintel on premise alcohol consumption trends May 2014 4.Technomic Menu Monitor 2014
Social Media Sampling & Managed Bar Nights (MBN)
RAISE YOUR GLASS. ALWAYS IN MODERATION. Please Drink Responsibly.CAPTAIN MORGAN Caribbean Rum. 35% Alc/Vol. ©2015 Captain Morgan Rum Co., Norwalk, CT.
ON-PREMISE• Priority Channels: Neighborhood Bar, Sports
Bar, Intellectual-Hub (iHub), Casual Dining• Key Drivers: Capture the Group Shot
Occasion in High Volume Rum Accounts• Menus: Group Shot Ritual• Managed Bar Nights (MBN): Captain Morgan
Activations• Packaging: UV Ink Detail Allows Cannonball
Shaped Bottle to Glow using a Black-Light
OFF-PREMISE• Shelf: Between Captain Morgan OSR &
Captain Morgan White (to the Right of White)• Display: Expand Captain Morgan Footprint by
Including Cannon Blast in Existing Captain Morgan OSR & White Displays
• Counter: Activate 50ml Display to Drive Trial & Impulse Purchase
• Sampling: Multi-Branded CC, featuring CM Cannon Blast
AUG / SEPT 2015 LAUNCH
INNOVATION
SALTY PIRATERECIPE
0.75 oz Cannon Blast6.0 oz Beer
Lime WedgePirate Salt
(4:1 Kosher Salt to Cayenne Powder)
POS
Table Tent
3D Floor Decal
50ML Hitchhiker
Glowing PourerCase Card/Poster
50ml Counter
Unit
Display Bottle GripperBack Bar Display Unit
Media
46 • SHARE THE MOMENT • FY16 HOLIDAY
PLEASE DRINK RESPONSIBLY.©2014 The Smirnoff Company, Norwalk, CT.
EXECUTION
SUPPORT
OVERVIEW
AUG / SEPT 2015 LAUNCH
INNOVATION
• LIQUID: Bright blue colored liquid, • TASTE: Berry forward taste profile• SRP: Line Priced w/ Existing Smirnoff Flavored Vodkas• PACK: Shrink wrapped bottle, UV ink detail• SIZES: 50ml, 750mL & 1.0L• PROOF: 30% ABV / 60 Proof• SERVE: Chilled Shot
POS TV & Digital Sampling Events
OFF-PREMISE• Shelf: Smirnoff Sours should be placed to the Right of
Smirnoff No. 21 Vodka• Priority on Shelf (Left to Right): Berry Lemon, Green
Apple, Watermelon, Fruit Punch• Display: Smirnoff Sours Stand-Alone or with Smirnoff
No. 21 Vodka in a High Traffic Location
ON-PREMISE• Backbar: Placement Next to Fireball
Cinnamon Whisky & Other Shot Brands
• Menu/Feature: Straight Shots (Primary) & Simple Shots (2 Ingredients)
• Sampling: Smirnoff Sours Managed Bar Night (MBN) Events
Electronic Dance MusicFestivals
BERRY LEMON
Sour Apple Shot
2 oz Smirnoff Sours Green
Apple
Sour Watermelon
Shot 2 oz Smirnoff
Sours Watermelon
Sour Fruit Punch Shot
2 oz Smirnoff Sours Fruit
Punch
Sour Berry Lemon Shot
1.5 oz Smirnoff Sours Berry Lemon
Why Berry Lemon?• Plays well into shot space / rituals – BERRY LEMON DROP• Berry + Lemon flavor combinations are becoming more
popular, Svedka’s Strawberry Lemonade is the largest variant in their flavored portfolio a year after launch.1
• The Berry + Lemon flavor trend extends across the spirits, PABs, and non-alcoholic beverages (Mike’s Hard Cranberry Lemonade & Hard Blueberry Lemonade). 1
1. Source: Nielsen xAOC P52W ending 2/28/15
Poster, Case card, Case Tucker, Table Tent
Tacker Shelf Talker
Shot Glasses
SHARE THE MOMENT • FY16 HOLIDAY • 47
OVERVIEW
EXECUTION
STUDEBAKERFULL STRENGTH READY-TO-SERVE WHISKY COCKTAILS
MANHATTAN & OLD FASHIONED
SEPT 2015 LAUNCH
INNOVATION
WHISKY IS STILL ON TOP• Whisky is the Largest Spirit Segment & Continues
to Grow (+10.5%) Twice as Fast the Total Category (+5.4%). 1
• Combined the Whisky Based Manhattan & Old Fashion Cocktails have Grown 46% in the On-Premise Over the Past 2 Years. 2
• Consumers are Looking for Higher Alcohol Content when Choosing a Ready-To-Serve (RTS) Cocktail. 3
PLEASE DRINK RESPONSIBLY.
OFF-PREMISE• SHELF: Studebaker should be in the Whiskey Section
• Priority #1: To the Right of High West Pre-Mixed Cocktails (where distributed)
• Priority #2: Below Bulleit Bourbon• DISPLAY: Utilize POS on Shelf to Call Out the
Outstanding Liquid Attributes
ON-PREMISE• DISTRIBUTION: Target Accounts with High Speed to
Serve & Transient Bartenders
POS Master of Whisky SamplingDigital
During the days of prohibition (1919-1933) Canadian Whiskey boomed in the United States. As whiskey that had been legally distilled north of the border
made its way to millions of thirsty Americans hiding out in speakeasies across the country. Bartenders
looking for quality spirits quickly became fond of the dynamically rich taste of Canadian Whiskey and
enthusiastically adopted it for their whiskey cocktails like the Manhattan & Old Fashioned.
CANADIAN WHISKEY HERITAGE
SUPPORT
Source: 1. Nielsen XAOC+L 52 WE 4/25/15; 2. Technomic Q1 2015. 2014, 2013; 3. Lightspeed GMI/Mintel
• COCKTAIL: Manhattan• TASTE: Whisky, Wine, Vermouth, Dark Fruit, Cherry, Bitters
• COCKTAIL: Old Fashioned• TASTE: Whisky, Drying Orange, Cherry, Peely, Bitters
• LIQUID: Canadian Whisky• SRP: $24.99• SIZES: 750ml• PROOF: 30% ABV / 60 Proof• SERVE: Chilled, Over Ice
48 • SHARE THE MOMENT • FY16 HOLIDAY
OVERVIEW
SUPPORT
EXECUTION
SEPT / OCT 2015 LAUNCH
INNOVATION
• LIQUID: Medium-Roasted Columbian Arabica Beans, Blended w/ Smooth Caribbean Rum from US Virgin Islands, 5X Distilled
• TASTE: Finely Balanced, Rich, Real Espresso Taste• SRP: $17.99• SIZES: 50ml, 750ml• PROOF: 30% ABV / 60 Proof• SERVE: On-The-Rocks, Cowboy Coffee,
Mixed Cocktails
CONSUMERS ARE ENJOYING COFFEE BEVERAGES IN NEW WAYS
• Coffee is Growing: Ready-to-Serve non alcoholic coffee drinks are the fastest growing segment of the non alcoholic drinks category +6.2% last year (vs. soda -3.2%).1
• Coffee Cocktail sales have grown +11% on-premise over last year, +18% in sales per point of distribution.2
• Coffee beers are an exciting intersection in craft beverages, and provide a helpful gateway to coffee lovers looking to develop a taste for craft beer.3
Please Drink Responsibly.Grind Espresso Shot. Caribbean Rum Blended w/ Coffee Extract, Espresso, Coffee & Other Natural Flavors & Caramel Color. 30% ABV ©2015 Grind Distilling Company, Norwalk, CT1. Source: Beverage Marketing Corp, US LRB Vol by Segment Percent Change 2012/2013 2. Guestmetrics January 2015 3.Good Housekeeping Inside the Institute Dec 2014 & LA Times December 2014
POS SamplingBartender SeedingDigital PR / Press
T-Shirts
Table Tents
Recipe Necker
Case Tuckers
ON & OFF PREMISE• Heavy-Up in Coffee-Culture Hubs • Engage Bartenders as Advocates• Challenge Coffee Liqueur Perceptions• Taste & Educate vs. Competitive Brands• Highlight its Versatility by Show-Casing
Three Serves on the Back of Pack
Caribbean Rum Base
Real Coffee Ingredient Call-Outs
Compelling & Unique
Reason to Believe
PACK DETAILS
50ml Counter Unit
0.5 OZ GRIND® ESPRESSO SHOT1 OZ BULLEIT® BOURBON
0.25 OZ SIMPLE SYRUPDASH AROMATIC BITTERS
COMBINE ALL INGREDIENTS IN A GLASS, ADD ICE, STIR AND
GARNISH WITH AN ORANGE PEEL.
SHARE THE MOMENT • FY16 HOLIDAY • 49
OVERVIEW
EXECUTION
SUPPORT
THE SITUATION• Rye Whisky is exploding +34% vs YAG1
• 21% of Rye Buyers are also buying Scotch… 3 times more than expected making Johnnie Walker Rye a natural step in the first of next generation whiskies! 2
• Total Scotch is growing +4.3% with Blended Scotch accounting for 2/3 of the business. Rye Dollars have more than tripled its growth in 4 years! 3
Source: 1. The Nielsen Company Total US XAOC + Liq 52WE 1/3/15; 2. Leading retailer shopper data L52 Weeks 3/14/15; 3. The Nielsen Company Total US XAOC + Liq 52WE 1/3/15
The first in a series of wood finishes (each year JW will release a new wood finished blend), JW Select Casks – Rye Cask Finish was developed to appeal to the American palette. By aging the blend in first-fill American Oak casks and finishing in American Rye casks, Johnnie Walker has created a taste profile
that resembles American Rye whiskies but has the smoothness of Johnnie Walker Scotch.
• LIQUID: Matured for at least 10 years in first fill American oak casks and then finished in Rye Whiskey casks for 3 months. The single malt at the heart of this blend is Cardhu.
• TASTE: Rye casks elicit flavor notes of pepper and vanilla, while still maintaining the smooth taste of Johnnie Walker Scotch
• SRP: $45• SIZES: 750ml Only, Packed 6/case• PROOF: 46% ABV / 92 Proof, Chill-filtered • SERVE: Neat, On the Rocks, Classic Cocktails
This release will sit alongside the JW portfolio in blended scotch category at a premium to Double Black.
Media / PR Master of Whisky
POS Sampling
Take One
Shelf Talker -Metal / Timber Mix
Case Card, Contravision, PosterTable Tent Coasters
PLEASE DRINK RESPONSIBLY.
ON-PREMISE• Priority Channels: Fine Dining and Upscale Lounge
(Mixology/Whisky Accounts) • Key Drivers: Gatekeeper Engagement/Education,
Menu Activation, Signature Serve, Classic Cocktails• Menus: Whiskey or Classic Cocktail Menus• Sampling: Production Education & Serve. Motivate
experimentation and recipe generation OFF-PREMISE• SHELF: To the right and adjacent
to JW Black Label and Double Black. Left of Gold Reserve
• DISPLAY: Build WOW portfolio displays that disrupt shopper in high traffic areas• Secondary Goal: Secure stand-
alone JW Rye Cask 5 Case Stacks and lock boxes out of category
• Tertiary Goal: Drive JW Rye Casks (10%) visibility with Black Label (50%) & Double Black (40%) case stack
SEPT / OCT 2015 LAUNCH
INNOVATION
$25 $225$35 $42 $110$79$45SRP: $65
50 • SHARE THE MOMENT • FY16 HOLIDAY
OVERVIEW
EXECUTION
• LIQUID: Roasted Colombian coffee beans, finished with a smooth crème flavor, highlighted by subtle vanilla notes
• TASTE: Fresh ground espresso beans on top of Irish Cream and chocolate
• SRP: $24.99 (Parity to OIC & Baileys Flavors)
• SIZES: 50ml, 750ml, 1L
• PROOF: 17% ABV / 34 Proof
• SERVE: Straight, Mixed Shots, Cocktails
Source: 1- CARAT- MRI 2014; brand tracking study, 2. IRI – 52wks Ending 12.21.14 – MULO, 3. Good Housekeeping Inside the Institute Dec 2014 & LA Times December 2014, 4. Guestmetrics January 2015
Consumption of coffee overall in the US continues to grow, over 8% 5yr CAGR1,2
36% of Baileys® is consumed in coffee2 / 255k Baileys ® and Coffee drinks a day / 93MM drinks a year.1
Coffee beers are an exciting intersection in craft beverages, and provide a helpful gateway to coffee lovers looking to develop a taste for craft beer.3
Coffee cocktail sales have grown +11% on premise over last year, +18% in sales per point of distribution. 4
OFF-PREMISECOUNTER: Activate 50ml at counter to drive impulse purchaseDISPLAY: Stand alone, or adjacent to relevant Diageo brands (SMIRNOFF® Confections, CÎROC® Flavors, CAPTAIN MORGAN® OSR)
ON-PREMISEPRIORITY CHANNELS: Bar, Neighborhood Bar, Lounge & Nightclub, Fine Dining, Casual DiningMENUS/FEATURES: Shots focused in Bar and Lounge accounts. Mini cocktails focused in Fine Dining and Casual DiningSAMPLING: Straight or mix it showcasing versatility with other Diageo brands
PLEASE DRINK RESPONSIBLY.
Social Digital/PR
Espresso Crème
POS
Case Card
Necker
Shelf Talker
Table TentCase Tucker
PARTNERSHIPS
…a glamorous way to take the night up a level
OCT 2015 LAUNCH
INNOVATION
SAMPLING
SUPPORT
SHARE THE MOMENT • FY16 HOLIDAY • 51
PEPPERMINT TWIST
• TASTE: Sweet holiday candy, balanced by the soothing cool of peppermint
• SRP: $15.99 - Line priced with Smirnoff Flavors• SIZES: 50ml (PET), 750ml (glass)• PROOF: 30% ABV / 60 Proof• SERVE: Chilled Shot, Cocktail• PACK: Current Smirnoff flavors glass
with Shrink Wrap
Available for a Limited Time Only this Holiday Season!!
Just In Time For The Holidays!
Unique “Rub and Sniff” 750 ml bottle, allowing consumers to enjoy hints of peppermint and holiday cheer by simply rubbing outside of bottle
Distinct look that separates this limited edition offering from other Smirnoff flavors
Included : “Limited Edition” copy on front of pack
• Smirnoff accounts for 41% of dollar sales within the flavored vodka segment1
• Flavored Vodka Sales Increase During the Holidays• Smirnoff flavors are driving both dollar growth and
rate of sale in the holiday selling season2
• Peppermint is 3rd fastest growing flavor mentioned on menu’s within the Aromatic segment and is within the top ten fastest growing ingredients on menu
Source: 1. Nielsen 52 wk ending 4/25/15; 2. Nielsen PLEASE DRINK RESPONSIBLY.
On Premise Execution• Menu Features: Drive simple, existing
winter-themed drinks & drink rituals • Chilled Shot, Peppermint Martini,
Peppermint Hot Chocolate
Off Premise Execution• POS: drive unique “Rub and Sniff”
technology of 750ml and overall LTO• Display: Stand alone or with existing
Smirnoff displays
Become the Millennial consumers vodka of choice during cultural moments like Ugly Sweater Parties, SantaCon, Friendsgiving, Chrismakwanzakah, and more!
●
●
●
750 ML is “rub and
sniff”
OCT / NOV 2015 LAUNCH
INNOVATION
52 • SHARE THE MOMENT • FY16 HOLIDAY
OVERVIEW
WHY BOOTH’S ? A JEWEL IN OUR PORTFOLIO
BOOTH’S FINEST DRY GIN
CASK MELLOWED
Gin is more likely to be consumed in a variety of occasions and locations than other White Spirits1
Consumers are open to embracing new flavor profiles in their gins2
Growth of Gin in classic cocktails is resulting in the use of more non-traditional, low in juniper gins on premise2
Source: 1. Mintel White Spirits-US November 2013) 2. Beverage Media 2011 3.
Versatility
PLEASE DRINK RESPONSIBLY.
Open to Flavors
Approachable Liquids
• LIQUID: Unique liquid is aged in sherry casks giving a characteristic golden hue
• TASTE: Delicacy of flavor, aroma & peculiar softness. Distinctive smooth finish. Juniper flavor is mellowed
• SRP: $45• SIZES: 750ml Only• PROOF: 45% ABV / 90 Proof
THE ORIGINAL “BARTENDER’S GIN”
EXECUTION SUPPORT
Booth’s is a craft gin – matured in Sherry Casks, the resulting
golden-hued gin is more mellow tasting than other gins making it disruptive in the gin
category but also a more accessible liquid.
Booth’s has many rich stories: its own cocktail
anthology from the 1920s, awarded royal warrant, #1
Distillery by 1829.
Booth’s has an intriguing & unique story because it
was accidentally aged due to overproduction &
a storage crisis in the distillery over 250yrs ago.
Booth’s is the oldest trademark in continuous
production from 1740 (273 yrs.). Known as The King of
Gins, it witnessed Gin Palaces, Prohibition and the Gilded
Age.
With Its Great History, Unique Liquid, Rich Brand Iconography, Booth's Is A Compelling Offering Into "Craft" Ultra-premium Gin.
SAMPLING CONSUMER EDUCATION REPRINT COCKTAIL ANTHOLOGY
Reviving a historic trademark…
OCT / NOV 2015 LAUNCH
INNOVATION
54 • SHARE THE MOMENT • FY16 HOLIDAY
Buchanan's Deluxe 750ml Flask & Cups Set
Baileys 750ml Shot Glass Set
Johnnie Walker Black 750ml Glass and Ice Mold Set
Johnnie Walker Blue 750ml Glass Set
Ketel One Vodka 750ml Glass Set
SHARE THE MOMENT • FY16 HOLIDAY • 55
We’ve brought together a collection of some of our finest and most
unique spirits offerings.
Each of these brands and variants offer expertly crafted liquid,
distinctive packaging and unrivaled gifting for the holidays.
56 • SHARE THE MOMENT • FY16 HOLIDAY
Rich in heritage, craftsmanship and the mark of distinction for Whiskies.
These hand selected distillations are skillfully mixed by master blenders to
produce the consistent flavor for which each Marque is renowned.
The Best of Johnnie Walker Blended Whiskies
SHARE THE MOMENT • FY16 HOLIDAY • 57
JOHNNIE WALKER® GREEN LABEL®
Tasting NotesAromas of crisp cut grass and fresh fruit with wood smoke, pepper, deep vanilla and sandalwood.
Perfect ServeJOHNNIE WALKER® GREEN LABEL® is best enjoyed neat or on the rocks.
– THE MALT WHISKY BLEND –
PLEASE DRINK RESPONSIBLY.
©2015 Imported by Diageo, Norwalk, CT.
JOHNNIE WALKER® GREEN LABEL® is a perfectly balanced blend of only single malt whiskies (no grain whiskies) in which the flavors of individual components are more distinctive. TALISKER™ introduces power and depth of character, CAOL ILA™ contributes mystery and intensity at its heart, CRAGGANMORE™ provides a sweet overt maltiness and LINKWOOD™ touches it with finesse.
An award-winning 15 year old blend of Island and Speyside malts, combined to create a perfectly balanced whisky evoking freshness and smoke.
58 • SHARE THE MOMENT • FY16 HOLIDAY
TASTING NOTES: An indulgent blend of toffee, vanilla, sweet smoke and a heather honey, thick caramel nose.NOSE: Heather honey and thick caramel.PALATE: An indulgent multi-layered blend balanced with sweet fruit and creaminess.
This extremely limited release boldly celebrates an unbroken 190 year legacy of blending expertise.
Crafted with the finest malts, handpicked from the same waters of Scotland where gold was discovered in 1868.
JOHNNIE WALKER GOLD LABEL RESERVE Blended Scotch Whisky. 40% Alc/Vol. ©2015 Imported by Diageo, Norwalk, CT.PLEASE DRINK RESPONSIBLY.
Awarded Gold Medal2014 San Francisco World
Spirits Competition
SHARE THE MOMENT • FY16 HOLIDAY • 59
JOHNNIE WALKER PLATINUM LABEL®
A PRIVILEGE WORTH SHARING
JOHNNIE WALKER PLATINUM LABEL®
is artfully crafted from Single Malt and Grain Whiskies, matured for a minimum of 18 years. Subtly smoky blend that embodies the rich, full flavors of all Johnnie Walker Scotch whiskies and is characterized by a sweet, yet elegant Speyside style with slight Islay smokiness.
PLEASE DRINK RESPONSIBLY.JOHNNIE WALKER PLATINUM LABEL Blended Scotch Whisky. 40% Alc/Vol. ©2015 Imported by Diageo, Norwalk, CT.
Tasting NotesSmooth creamy vanilla, malty cereal, fragrant almonds and tangerines give Johnnie Walker Platinum Label its waxy, fruity and sweet taste mixed with slight drying astringency with subtle smokiness.
Perfect ServeJohnnie Walker Platinum Label is best enjoyed neat and with water.
60 • SHARE THE MOMENT • FY16 HOLIDAY
JOHNNIE WALKER® SELECT CASKS RYE CASK FINISH - LTO
As a pioneer of whisky blending, Johnnie Walker adds flavor and depth to its blends by aging and finishing them in different wood finishes.
The first in a series of wood finishes, JW Select Casks* – Rye Cask Finish was developed to appeal to the American palette. By aging the blend in first-fill
American Oak casks and finishing in American Rye casks, Johnnie Walker has created a taste profile that resembles American Rye whiskies but has the
smoothness of Johnnie Walker Scotch.
*Each year JW will release a new wood finished blend
Tasting Notes:The main blend of flavors are derived from the casks in which the blend has been matured. Rye casks elicit flavor notes of pepper and vanilla, while still maintaining the smooth taste of Johnnie Walker Scotch.Serving Suggestion: Perfect whisky for enjoying neat, on the rocks or in cocktails.
PLEASE DRINK RESPONSIBLY.©2015 Imported by Diageo, Norwalk, CT.
SHARE THE MOMENT • FY16 HOLIDAY • 61
1. National Retail Federation
Fine Crafted Single Malts and Single Malt Blends
Unique and small batch Scotches for people who are new to whisky and
whisky connoisseurs alike.
These rare and aged Scotches bring the best of Scotland’s Single Malts
through unique production methods, expert blending and extraordinary
maturation processes.
62 • SHARE THE MOMENT • FY16 HOLIDAY
This unique process, combined with the expert nose and palate of Malt Master, Dr. Matthew Crow, delivers the signature rich, smooth OBAN® expression with its rich, fruity style but with a more pronounced citrus character.
SMALL CASK WHISKY
INTRODUCING
OBAN Single Malt Scotch Whisky. 43% Alc/Vol. ©2015 Imported by Diageo, Norwalk, CTPLEASE ENJOY RESPONSIBLY
TASTING NOTES: A dense and coating mouth feel – sometimes sugary and slightly minty – with a warming, comforting sweet chewiness of a richly fruited malt loaf.Occasional hints of orange zest and clove, before growing drier, again slightly minty, with hints of green apple. (43% ABV)
Situated on a little bay between the West Highlands and the Islands. OBAN LITTLE BAY™ is crafted by selecting small batches of our finest single malt whiskies, and marrying the whiskies in our smallest casks to allow more contact with the wood.
Awarded Double Gold Medal2015 San Francisco World
Spirits Competition
SHARE THE MOMENT • FY16 HOLIDAY • 63
REWARD SCOTCH ADORERS THIS HOLIDAY WITH THE INTENSE & SMOKY TALISKER STORM™
TALISKER Single Malt Scotch Whisky. 45.8% Alc/Vol. ©2015 Imported by Diageo, Norwalk, CT.
Please Drink Responsibly.
AN AWARD-WINNING SINGLE MALT2015 San Francisco World Spirits Competition
– Double Gold Medal
2014 Ultimate Spirits Challenge– 95 Extraordinary, Ultimate Recommendation
2014 International Wine & Spirits Competition– Silver Outstanding
Located on the shores of Loch Harport, TALISKER™ is double-distilled to createa rich, deep character embodying the maritime characteristics of a whisky made
by the sea. It is no wonder that renowned novelist and poet Robert Louis Stevenson regarded TALISKER™ as 'the king of drinks'.
Tasting Notes:Enhanced and vibrant maritime notes, smoothly balanced with Talisker’s signature warm sweetness.
64 • SHARE THE MOMENT • FY16 HOLIDAY
PLEASE DRINK RESPONSIBLYHAIG CLUB Single Grain Scotch Whisky. 40% Alc/Vol. Size: 750ml ©2015 Imported by Diageo, Norwalk, CT.
A N e w S i n g l e G r a i n S c o t c h W h i s k y
Haig Club™ is a single grain whisky crafted to appeal to people who are new to whisky and whisky connoisseurs alike.
The whisky is matured in three cask types: Refill Casks, ex-Bourbon American Oak Casks and specially Rejuvenated Casks. The story of the three casks is important as they produce a fresh, clean style that showcases butterscotch and toffee flavors for an ultra-smooth taste.
“A Scotsman may frown on mixing Scotch with anything but water, but Haig Club actually
lent itself quite nicely to mixed drinks.” Jenn Harris, LA Times – Daily Disk
TASTING NOTESHaig Club™ has a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste.
PERFECT SERVEHaig Club™ has an ultra-smooth taste, which makes it enjoyable served neat, over ice or in a long refreshing cocktail. The subtle taste of Haig Club™ pairs very well with food, especially seafood.
SHARE THE MOMENT • FY16 HOLIDAY • 65
M O R T L A C H ™ R A R E O L DS i n g l e M a l t S c o t c h W h i s k y
Tasting Notes:A superbly structured and well balanced whisky in which stylish fruit and floral notes on the nose introduce a rich, complex, energetic palate and a pleasantly drying finish.
Serve:Best enjoyed neat or on the rocks.
Mortlach™ is one of the most highly regarded Single Malt ScotchWhiskies in the world - dating back over 190 years.
The liquid, described by whisky connoisseurs as “the beast of dufftown”for its rich and powerful flavors, is produced in a unique distillation
process which commentators have attempted to explain as ‘2.81 distilled’.
W E E X I S T T O E N G I N E E R T H E E X T R A O R D I N A R Y.
All expressions of Mortlach are showcased iniconic bottles which take their design inspirationfrom the golden age of engineering in which theliquid was born.
The faceted base of Rare Old bottles refracts thewhisky color and intrigues consumers.
Awarded Gold Medal2015 San Francisco World
Spirits Competition
PLEASE ENJOY RESPONSIBLYMortlach Single Malt Scotch Whisky. 43.4% Alc./Vol. ©2015 Imported by Diageo, Norwalk, CT.
66 • SHARE THE MOMENT • FY16 HOLIDAY
M O R T L A C H ™ 1 8 Y E A R O L DS i n g l e M a l t S c o t c h W h i s k y
Tasting Notes:A very compelling, moreish and appetizing Mortlach™ for those who like their whiskies robust.
Fine interplay of meaty notes, malty sweetness and balancing acidity.
Serve:Best enjoyed neat.
Mortlach™ is one of the most highly regarded Single Malt ScotchWhiskies in the world - dating back over 190 years.
The liquid, described by whisky connoisseurs as “the beast of dufftown”for its rich and powerful flavors, is produced in a unique distillation
process which commentators have attempted to explain as ‘2.81 distilled’.
W E E X I S T T O E N G I N E E R T H E E X T R A O R D I N A R Y.
All expressions of Mortlach are showcased iniconic bottles which take their design inspirationfrom the golden age of engineering in which theliquid was born.
The metal structure of the 18 year old bottle protects, enhances and displays the fine whisky.
Awarded Gold Medal2015 San Francisco World
Spirits Competition
PLEASE ENJOY RESPONSIBLYMortlach Single Malt Scotch Whisky. 43.4% Alc./Vol. ©2015 Imported by Diageo, Norwalk, CT.
SHARE THE MOMENT • FY16 HOLIDAY • 67
M O R T L A C H ™ 2 5 Y E A R O L DS i n g l e M a l t S c o t c h W h i s k y
Tasting Notes:A multi-faceted Mortlach™ that is all full-strength, full-on impact, with an intriguing mix of elegance and power.
High complexity, with roasting spices and dense layers of sweetness.
Serve:Best enjoyed neat.
Mortlach™ is one of the most highly regarded Single Malt ScotchWhiskies in the world - dating back over 190 years.
The liquid, described by whisky connoisseurs as “the beast of dufftown”for its rich and powerful flavors, is produced in a unique distillation
process which commentators have attempted to explain as ‘2.81 distilled’.
W E E X I S T T O E N G I N E E R T H E E X T R A O R D I N A R Y.
All expressions of Mortlach are showcased iniconic bottles which take their design inspirationfrom the golden age of engineering in which theliquid was born.
The metal structure of the 18 year old bottle protects, enhances and displays the fine whisky.
PLEASE ENJOY RESPONSIBLYMortlach Single Malt Scotch Whisky. 43.4% Alc./Vol. ©2015 Imported by Diageo, Norwalk, CT.
68 • SHARE THE MOMENT • FY16 HOLIDAY
1. National Retail Federation
Explore the mystique of our finest North American Whiskies and
Bourbons.
Meticulously crafted for exceptional structure and
distinction.
Exquisite North American Whiskies
SHARE THE MOMENT • FY16 HOLIDAY • 69
96 rating by The Whisky Advocate and a stellar review by The New York Times!
CROWN ROYAL® MONARCH 75th
ANNIVERSARY BLEND
PLEASE DRINK RESPONSIBLYCROWN ROYAL MONARCH Blended Canadian Whisky. 40% Alc/Vol. ©2015 The Crown Royal Company, Norwalk, CT.
A ROYAL OPPORTUNITY
This limited edition blend pays homage to King George VI and Queen Elizabeth’s inaugural
royal visit in 1939, when they became the first reigning monarchs to journey across North America and for which CROWN ROYAL® was originally created.
TASTING NOTESShowcasing the signature Coffey Rye Whiskey that defines CROWN ROYAL®, this exquisite blend is meticulously crafted using some of the finest, most unique hand-picked whiskies from our extensive stocks. The result is an exceptionally rich and smooth whisky highlighting an elegant complexity of light spice and dried fruit.
SERVEEnjoy Neat or On the Rocks.
70 • SHARE THE MOMENT • FY16 HOLIDAY
Handcrafted using Crown Royal’s signature blend of the 50 finest Whiskies. Crown Royal XO® is skillfully blended and
artfully crafted by the Crown Royal Master Blender.
Crown Royal XO® is finished in rare Cognac casks from the Limousin forest in France for an impeccably smooth finish.
CROWN ROYAL® XOFINISHED TO PERFECTION
Please Drink ResponsiblyCROWN ROYAL Blended Canadian Whisky 40% Alc/Vol. ©2015 The Crown Royal Company, Norwalk CT
TASTING NOTESCROWN ROYAL® XO is an elegant Whisky deliciously balanced with hints of vanilla, spice and rich dried fruit.
SERVEEnjoy Neat or On the Rocks.
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Beginning with a subtle nose, I.W. Harper Kentucky Straight
Bourbon Whiskey leaves traces of caramel and vanilla on entry before melting into a velvety bursts of wood and spice. The
finish is sweet and pleasant with subtle fruit notes.
SIZES: 750 MLABV: 82 PROOF, 41% ABV
Sweeter up front with grain and corn immediately apparent,
I.W. Harper 15-Year-Old Kentucky Straight Bourbon Whiskey then moves into notes of oak, raisin, caramel, spice, and vanilla. The finish leaves a long and lasting mouthfeel perfect for sipping over conversation with adult
friends and family. Enjoy on the rocks, or neat to truly appreciate
the full flavor profile.
SIZES: 750 MLABV: 86 PROOF, 43% ABV
In 1867, German immigrant Isaac Wolfe (I.W.) Bernheim arrived in America with four dollars in his pocket and dreams of a better life. Within 12 short years, he had founded his own distillery and created the original
prized and premium bourbon that brought Kentucky bourbon out of the backwoods. One of the few bourbons granted permission to legally produce throughout prohibition, I.W. Harper’s reputation for quality goes
straight to the top. Welcomed with pleasure wherever it went, I.W. Harper also traveled the world to become the first bourbon enjoyed in 110 countries. After 20 years, I.W. Harper now returns home, and with stories to
tell, so grab some rocks and a glass, this one’s going to be good.
2015 San Francisco WorldSpirits Competition – Gold Medal
72 • SHARE THE MOMENT • FY16 HOLIDAY
Blade and Bow Kentucky Straight Bourbon Whiskey pays homage to the artful passion and renowned craftsmanship of the legendary Stitzel-Weller Distillery with a unique solera aging system.
Blade and Bow Kentucky Straight Bourbon Whiskey is born from some of the oldest remaining whiskey stocks to be distilled at Stitzel-Weller, using the solera aging system to preserve the original stocks. This solera liquid is then mingled with other fine whiskeys, aged and bottled at Stitzel-Weller, just outside of Louisville, Kentucky.
The keys represent the five steps of crafting bourbon – grains, yeast, fermentation, distillation and aging.
TASTING NOTES: Beginning with a soft nose reminiscent of fresh fruit, a hint of dried apricot and ripe pear on entry before melting into a sweet roasted grain taste mid-palate. Finished with notes of charred oak and warm winter spices.
Please Drink Responsibly.BLADE AND BOW Kentucky Straight Bourbon Whiskey. 45.5% Alc/Vol. ©2015 Stitzel-Weller Distilling Co., Louisville, KY.
Awarded Gold Medal2015 San Francisco World
Spirits Competition
SHARE THE MOMENT • FY16 HOLIDAY • 73
George Dickel® RyeHOST WITH THE MOST!
Tasting NotesGeorge Dickel Rye Whisky starts with the finest rye whisky available, made from 95% rye and 5% malted barley. Then we finish it the Dickel way – chilled, then charcoal mellowed. Spicy with an exceptionally smooth finish.
THE STORYGeorge always held Scotch as the finest example of whisky and so when he first began distilling his, he spelled his without the ‘e’ because he felt it was just as fine a sipping whisky as anything out of Scotland. George discovered whisky made in winter was smoother than that made in the summer and so the brand is always chilled before it is charcoal filtered.
The charcoal filtering (called the Lincoln county process) is what defines “Tennessee” as a style of whisky, it is the chilling that sets George Dickel apart from the other guys.
George Dickel® No. 12WINNER! BEST IN SHOW TENNESSEE WHISKEY
Tasting NotesOur 90-proof Tennessee Whisky achieves a deep, assertive flavors with an incredibly smooth finish. Bold and brazen, this is our Superior No. 12. Concentrated flavors of rich oak and subtle vanilla lead to a long finish with hints of maple, butter and smoke.
2015 San Francisco World Spirits Competition
– Double Gold Medal –
2015 San Francisco World Spirits Competition
– Double Gold Medal –
Please Drink Responsibly.©2015 Geo. A. Dickel & Co., Tullahoma, TN
74 • SHARE THE MOMENT • FY16 HOLIDAYPLEASE DRINK RESPONSIBLY. ©2015 Bulleit Distilling Co., Lawrenceburg, KY.
When Tom decided to make whiskey like his great, great grandfather Augustus, he stuck with the Bulleit family tradition.
Using the best grains and Kentucky limestone filtered water,the 150 year old family recipe is uniquely high in rye.Tasting notes: Medium amber in color, with gentle spicinessand sweet oak aromas. Mid palate is smooth with tones ofmaple, oak, and nutmeg. Finish is long, dry and satiny with alight toffee flavor.90 proof (45% ABV) • 68% corn, 28% rye, 4% malted barley
A Bulleit Family Tradition
A small batch, straight rye whiskey with an unparalleledcharacter of spice and complexity, Bulleit Rye (released in 2011)continues to be recognized and awarded as one of the highestquality ryes available.Tasting notes: Russet in color, with rich oaky aromas. The tasteis exceptionally smooth with hints of vanilla, honey, and spice.Finish is crisp and clean with long, lingering flavors.90 proof (45% ABV) • 95% rye, 5% malted barley
Bulleit Frontier Whiskey is especially high in rye content, giving it a bold, spicy characterwith a distinctively smooth, clean finish. Pure limestone-filtered water provides the foundation forthe whiskey’s character, while charred American oak barrels lend a smoky backbone. The result isplaced into a bottle whose design has won awards of its own.
Aged in charred American white oak, select Bulleit Bourbonbarrels were set aside to age for 10 years, resulting in a specialexpression of Bulleit that provides a rich, incredibly smoothsipping experience.Tasting notes: Deep russet in color, rich oaky aromas.Consistently smooth taste with vanilla, dried fruit, and a long,smoky finish.91.2 proof (45.6% ABV) • 68% corn, 28% rye, 4% malted barley
2015 San Francisco World Spirits Competition
– Gold Medal –
2015 San Francisco World Spirits Competition
– Gold Medal –
2015 San Francisco World Spirits Competition
– Gold Medal –
SHARE THE MOMENT • FY16 HOLIDAY • 75
1. National Retail Federation
Made with the utmost care and attention to detail.
These luxury offers are the ultimate in sipping tequila – perfect for those
who appreciate tequila or fine whiskies.
Supreme Sipping Tequilas
76 • SHARE THE MOMENT • FY16 HOLIDAY
AWARD-WINNING TEQUILA WITH BOLD, CONTEMPORARY, ULTRA-PREMIUM PACKAGING!
Awarded Bronze Medal2012 San Francisco World
Spirits Competition
Please Drink ResponsiblyDON JULIO 1942 Tequila. 40% Alc/Vol. ©2015 Imported by Diageo Americas, Norwalk, CT
TASTING NOTESA silky, smooth character that coats the palate with roasted agave flavors, vanilla, sun-ripened tropical fruits and spiced undertones, to create a wonderfully unique tequila experience. Beautiful, sweet agave-laced finish with lingering hints of oak and rich vanilla essence; a full body and creaminess resulting from distillation and aging.AROMASweet aromas of caramelized cherries and tones of nuts, almonds and chocolate combine with exotic cinnamon and a light essence of oak.
BEST SERVED NEAT IN A ROCKS GLASS OR FLUTE GLASS.
DON JULIO 1942® TEQUILA
• Made from choice blue agave, grown 10-15 years and hand-selected
• Distilled only in Pot Still 6, which produces just three barrels per cycle, making DON JULIO 1942®
as exclusive as it is excellent• Aged 2½ years in American white oak barrels,
creating a tequila with extraordinary taste, depth and smoothness
GIFTED TEQUILAS: One of a kind giftWhat: Don Julio 1942 Tequila Gifting and engravings for the Holiday season*.
*In markets where legal
SHARE THE MOMENT • FY16 HOLIDAY • 77
RECOGNIZED “BEST OF THE BEST” BYROBB REPORT AND “BEST IN SHOW”
BY WORLD SPIRITS COMPETITIONTHREE CONSECUTIVE YEARS
© 2015 Imported by The DeLeón Spirits Company, Norwalk, CT.
DiamanteBlends the art of Tequila with the mastery of French wine making. Unlike many other tequilas, the central part of the plant is removed eliminating bitterness and creating a smoother, sweeter tequila.
Combines bold American oak & French casts for a distinctive balanced character.
Tasting Notes:Blanco tequila blended with Anejos for an exquisitely layered taste. Notes of fresh agave, brown spice, oak & honey.
For the Sophisticated, Discerning Drinker
Consumers looking for a symbol of status, theater and luxury for special or high status occasions
GIFTED TEQUILAS: One of a kind giftWhat: Deleon Tequila Gifting and engravings for the Holiday season*.
*In markets where legal
78 • SHARE THE MOMENT • FY16 HOLIDAY
A fine Kentucky bourbon matured using the rigorous
solera aging method, including the last remaining
bourbon ever distilled at Stitzel-Weller.
Please Sip Responsibly.Blade and Bow Kentucky Straight Bourbon Whiskey 45.5% Alc/Vol.
©2015 Stitzel-Weller Distilling Co., Louisville, KY.
IntroducIng
80 • SHARE THE MOMENT • FY16 HOLIDAY73
CAPTAIN MORGAN
Save $5 off ONE (1) bottle (1.75L), Save $4 off ONE (1) bottle (1L),
Save $3 off ONE (1) bottle (750ml)10/05/2015 - 1/05/2016
BAILEYS
Save $5 off ONE (1) bottle (1.75L), Save $4 off ONE (1) bottle (1L),
Save $3 off ONE (1) bottle (750ml)10/05/2015 - 1/05/2016
SMIRNOFF
Save $5 off ONE (1) bottle(1.75L), Save $4 off ONE (1) bottle (1L),
Save $3 off ONE (1) bottle (750ml) 10/5/2015 - 1/5/2016
TANQUERAY
Save $5 off ONE (1) bottle (1.75L) 10/05/2015 - 1/05/2016
*See offers for participating products
CROWN ROYAL
Save$3 off ONE (1) bottle (750ml or 1L), Save $5 off ONE (1) bottle (1.75L)
10/05/2015 - 1/05/2016
SHARE THE MOMENT • FY16 HOLIDAY • 81
GORDON’S VODKA
Save $3 off of ONE (1) bottle (1.75L)12/01/2015 - 1/05/2016
SEAGRAM’S
Save $3 off of ONE (1) bottle (1.75L)12/01/2015 - 1/05/2016
PORTFOLIO MIX IT UP
Save $3 off (1) bottle , Save $7 off (2) bottles, Save $12 off (3) bottles
(750ml or Larger)10/01/15 – 12/31/15
*See offers for participating products
HOLIDAY ESCALATING
Buy 3, Save $15 Buy 6, Save $40 Buy 8, Save $60
(750ml or Larger)11/01/2015 - 1/02/2016
82 • SHARE THE MOMENT • FY16 HOLIDAY
Artwork Approval
Job number: AS00172
Client: Diageo
Job description: JW Rye Poster 23x17”
Manager: Gary
Designer: Karen F
Artwork created by: Karen S
Artwork proof amend by: Dominic
Proof number: 2
Date: 23/06/15
C M
Y K
BLENDED SCOTCH WHISKY
JIM BEVERIDGE – MASTER BLENDER
“SCOTCH MEETS RYE, VANILLA MEETS SPICE AND PATIENCE MEETS INSPIRATION.”
46% ABV 10AGED YEARS
JOHNN I EWALKER .COM
IN 2005, JOHNNIE WALKER’S BLENDING TEAM EXPERIMENTED WITH AGING ITS SCOTCH WHISKIES IN FIRST-FILL AMERICAN OAK AND FINISHING THEM IN RYE WHISKEY CASKS. THE RESULT IS A LIMITED EDITION SCOTCH THAT COMBINES THE BEST OF SCOTTISH DISTILLATION WITH THE BEST OF AMERICAN MATURATION.
PLEASE DRINK RESPONSIBLY.JOHNNIE WALKER SELECT CASKS Blended Scotch Whisky 46% Alc/Vol ©2015 Imported by Diageo, Norwalk, CT.ITM-00092892
84 • SHARE THE MOMENT • FY16 HOLIDAY
BUCHANAN’S® Blended Scotch WhiskyMEDIA: F16 October, November, December
BUCHANAN’S® drives greater lifts with feature & display than the competition.2
ALL MEDIA SUBJECT TO CHANGE.Source: 1 – CARAT Media Investment as of 6/25/15; 2 - Nielsen Scantrack All Outlets + Liquor 52w/e 1/3/15 3 - CARAT Media, The Converging Landscape
DIGITAL: $836k• Broad video coverage of key tentpole season with
premium + network placements• Music partnerships highlighting GRAMMY
association as well as highlighting artist influencers aligned to A lo Grande
• Amplification of content via video & social channels generating buzz & hype leading into awards
$2.4MM Investment will help generate 68MM¹ National Impressions and 34MM Metro New York Impressions
Metro New York Media $187.8K
SEARCH: $60k• Increased presence during OND to capture category &
lifestyle interestPRINT: $24k
• Cigar Aficionado & Ultimate Beverage Guide
TV: $477k• Continuation of GRAMMY sponsorship with Univision• In-show units & integrations
19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad2
OUTDOOR:
DIGITAL: • Mobile ads targeting Hispanic consumers during key Oct/Nov/Dec selling season• Online radio utilizing Pandora/Spotify to insert Buchanan’s as part of the consumer’s
music experience
Millennial target spends 70% of their time with digital on their mobile device ; Over 50% of Smartphone users search for info on products/services on their devices, 60% of mobile usage is outside of the home2
• Bulletin at Broadway & Dyckman will provide Buchanan’s with brand presence in a key multicultural neighborhood
• Hispanic targeted Bus Shelters and 30-Sheets will be up in key multicultural locations
• Wrapped Delivery Truck activity (2 fully wrapped trucks) will reach consumers all around the city throughout the quarter
Impressions are estimated based on current media plan; subject to change
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National Media Investment
$1.4MM
BUCHANAN’S Blended Scotch Whisky. 40% Alc/Vol. ©2014 Imported by Diageo, Norwalk, CT.
BUCHANAN’S® Blended Scotch WhiskyMEDIA: F16 October, November, December
Local Media Investment
$187.8K
86 • SHARE THE MOMENT • FY16 HOLIDAY
BULLEIT® BOURBON & BULLEIT® RYEMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
Metro New York Media: $459K
Source: 1. Nielsen XAOC+L L52WE 6/20/15; 2. Mintel Print vs. Digital Media Use March 2014 3. CARAT Media, The Converging Landscape CARAT Media as of 7/22; Impressions are estimated based om current media plan.; subject to change
BULLEIT® is the #5 North American Whiskey in $ growth with year over year double digit growth!1
$260K Investment will help generate 2.5MM National Impressions and 22.4MM Metro New York Impressions
SEARCH: $76KBulleit will be top of mind as consumers are actively searching for relevant keywords• Primarily used to drive users to learn more about Bulleit during key time
periods
PRINT: $184KOver half of consumers look to print ads for product choices2
• Continued partnership with Garden & Gun • Advertorial focused on how to throw and upscale tailgating party with
Bulleit cocktails• Product integration at Jubilee event festival in Charleston, SC in Dec
• Cigar Aficionado, Whiskey Advocate, and Wine Spectator will further enhance the brand’s presence within the trade community
77% of A21-34 accessing social networks on a daily basis, Millennials use social media than previous generations to stay connected with Family and Friends3
• Social Media ads will reach key consumers as they are spending time on Facebook or Instagram with engaging messages that showcase brands key initiatives: Woody Tour & Tailgating
Millennial target spends 70% of their time with digital on their mobile device; Over 50% of Smartphone users search for info on products/services on their devices, 60% of mobile usage is outside of the home
• Digital activity with will run in contextually relevant partner that will push product specific messaging & recipes to drive engagement and impact. Content will focus on trade/influencer and key brand initiatives.
19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad3
• Fully wrapped Delivery Trucks will be in market throughout the quarter reaching consumers around the city
• 9 Wallscapes will be make an impactful presence in trendy areas such as LES, Bushwick, & Williamsburg
SHARE THE MOMENT • FY16 HOLIDAY • 87
PLEASE DRINK RESPONSIBLYBULLEIT Kentucky Straight Bourbon Whiskey. 45% Alc/Vol. ©2015 The Bulleit Distilling Co., Louisville, KY. BULLEIT American Straight Rye Whiskey. 45% Alc/Vol. ©2015 The Bulleit Distilling Co., Lawrenceburg, IN.
$260KNational Media Investment
BULLEIT® BOURBON & BULLEIT® RYEMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$459KLocal Media Investment
88 • SHARE THE MOMENT • FY16 HOLIDAY
Magazines are #1 in ad receptivity2
• One insertion in Market Watch to maintain a presence in Trade publications
Facebook has the highest monthly reach of all social sites2
• DIGITAL: Surround NBA.com with brand content during key sporting moments
• SEARCH: Surround relevant search terms related to brand values and key drinking holidays
Consumers 25+ spend over 120 hours/week watching TV2
• Launch support of NBA initiatives with new creative spots• Introduce new Ciroc image to a wide audience on ESPN, TNT,
Jimmy Kimmel, and Viacom
DIGITAL/SEARCH: $239K
CÎROC® ULTRA PREMIUMMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
Making major investments to drive sales for the biggest party night of the year!
Source: 1. CARAT Media as of July 2015 ; 2. .CARAT “Media, The Converging Landscape”; Impressions are estimated based on current media plan; subject to change
Metro New York Media: $48K
$1.85MM National Investment will help generate 100MM National impressions and 2.6MM Metro New York impressions
TELEVISION: $1.6MM
PRINT: $11K
19% of A21 say they bought the product/ service within 7 days after seeing an OOH ad2
Four bulletins will be make an impactful presence in key nightlife areas in Brooklyn and in the Bronx during December.
Locations: • Flatbush Avenue & 7th Avenue near Barclays Center• Flatbush Avenue near Grand Army Plaza• East Fordham Road & Valentine Avenue• Grand Concourse & East Fordham Road
SHARE THE MOMENT • FY16 HOLIDAY • 89
PLEASE DRINK RESPONSIBLYCÎROC Vodka. Distilled From Fine French Grapes. 40% Alc/Vol. ©2015 Imported from France by Diageo, Norwalk, CT.
$1.85 MMNational Media Investment
CÎROC® ULTRA PREMIUMMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$48KLocal Media Investment
90 • SHARE THE MOMENT • FY16 HOLIDAY
DON JULIO® TEQUILAMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
METRO NEW YORK MEDIA: $194K
$827.5K Investment will help generate 55.7MM National Impressions and 9.5M Metro New York Impressions
SEARCH/SOCIAL/DIGITAL: $614.7K• Videos will live on contextually relevant channels on Hulu
and a collection of sites such as GQ, AOL, Fast Company,• Leverage InsideHook and Liquor.com to drive brand
message/Don Julio story through advertorials• Facebook will provide mass awareness to targeted
audiences based on interests and consumer behaviors
PRINT: $212.8K• Alignment with contextually relevant lifestyle and business
publications that will resonate with qualified readers
The story of Don Julio Gonzalez will have presence across premiumcontent to ensure Don Julio is seen as the luxury craft tequila
Carat Media July 2015, subject to change 2. CARAT Media, The Converging Landscape Impressions are estimated ; subject to change
19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad2
• Full page print ads in October and November issues of New York Magazine
Magazines over index on influencing consumers to purchase products featured in the publications – 122%2
Wallscapes and bulletins will be make an impactful presence in key areas in Brooklyn during November & December.
Locations: • Greenwich Street & Vestry Street (Wallscape)• Thompson Street/6th @ Grand Street (Wallscape)• Delancey Street near Williamsburg Bridge (Bulletin)• N. 14th & Wythe Avenue (Bulletin)
SHARE THE MOMENT • FY16 HOLIDAY • 91
PLEASE DRINK RESPONIBLY.DON JULIO Tequila. 40% Alc/Vol.
©2015 Imported by Diageo Americas, Norwalk, CT.
$827KNational Media Investment
DON JULIO® TEQUILAMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$194KLocal Media Investment
92 • SHARE THE MOMENT • FY16 HOLIDAY
Source: 1 – CARAT Media Investment as of 6/25/15; 2 - Vision Critical Male Consumer Holiday Survey February 2012; 3 –CARAT Media, The Converging Landscape; Impressions are estimated based on current media plan, subject to change
Investing nearly 2X more than compeition,1 JOHNNIE WALKER® is a top choice for gifting2
JOHNNIE WALKER® BLENDED SCOTCH WHISKYMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$9.8MM Investment will help generate 230MM+ National Impressions and 27.4MM Metro New York Impressions
SEARCH/SOCIAL/DIGITAL: $863kDigital media has the highest reach per incidence3
• Keep the Johnnie Walker brand top of mind as consumers are actively searching for relevant keywords
• Digital video support in premium environments such as Hulu and YouTube
PRINT: $3.475MMMagazine ads are #1 in receptivity and inspiration3
• Launch Walk with Joy campaign across wide breadth of genres (news, sports, entertainment, food, lifestyle, and travel) for mass reach
• Wall Street Journal front square buy to support Johnnie Walker® Blue Label®
19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad3
• Hispanic-targeted bulletins & 30-sheets in key neighborhoods to reach multicultural consumers
• Bulletin at Broadway & Dyckman will be back up in December providing strong brand presence in a key area during Holiday time period
The average reader spends 41 minutes reading each print issue3
• Spreads will run in November & December issues of Gotham Magazine reaching some of the market’s most sophisticated, influential and affluent consumers
66% of Hispanic consumers have watched live TV in the last week3
• Hispanic Spot TV providing coverage throughout Metro New York
Metro New York Media: $435K
ALL MEDIA SUBJECT TO CHANGE.
TV: $5.5MM• Premium programming during the holiday gifting season for both Walk with
Joy and The Wager campaigns
SHARE THE MOMENT • FY16 HOLIDAY • 93
PLEASE DRINK RESPONSIBLY©2015 Imported by Diageo, Norwalk, CT.
$9.8MMNational Media Investment
JOHNNIE WALKER® BLENDED SCOTCH WHISKYMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
28 5 12 19 26 2 9 16 23 30 7 14 21
Johnnie Walker F16A25-44
Walk With Joy
TV
Cable
Ring Fence
Digital
TBD Video
TBD Digital (WaPo Takeover)
Wall Street Journal
NYTimes
Financial Times (Fix Vehicle)
USA Today
People
Sports Illustrated
Time
Entertainment Weekly
Food & Wine
Departures
Travel & Leisure
Golf Magazine
Fortune
Money Magazine
People en Espanol
Forbes
Bloomberg Businessw eek
Esquire
Fast Company
Inc
Robb Report
Wired (Makegood)
Print Monthly Subtotals
Walk With Joy Monthly Subtotals
Walk With Joy Quarterly Subtotals
The Wager
TV
Cable
Digital
TBD Video
Wall Street Journal
TPC Signature
Kingdom Magazine
Worth (Fix Vehicle)
Robb Report
TBD Print
The Wager Monthly Subtotals
The Wager Quarterly Subtotals
Innovation
Shanken
Cigar Aficianado
Whisky Advocate
Whiskey Fest Program
Wine Spectator
Market Watch
Impact
Shanken Digital
Innovation Monthly Subtotals
Innovation Quarterly Subtotals
Search
Google - Hispanic
Yahoo
Grand Monthly Totals
Grand Quarterly Totals
Oct N o v D ec
$ 1,4 6 4 .0 $ 7 16 .6
$ 3 ,2 6 3 .9 $ 3 ,10 9 .4 $ 4 0 8 .1
$ 3 2 2 .4
$ 6 ,7 8 1.4
$ 3 3 9 .7 $ 1,4 16 .8 $ 1,0 6 6 .8
$ 2 ,8 2 3 .2
$ 11.3 $ 7 4 .2 $ 6 0 .4
$ 14 5 .9
$ 3 ,6 7 5 .0 $ 4 ,6 7 5 .4 $ 1,6 2 5 .2
$ 9 ,9 7 5 .5
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$435KLocal Media Investment
94 • SHARE THE MOMENT • FY16 HOLIDAY
Metro New York Media: $185K
SMIRNOFF® VODKA MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$6.4MM Investment will help generate 134MM National Impressions and 55.4MM Metro New York Impressions
TELEVISION: $4.1MM• Continue celebrating the Exclusively for Everyone trademark
campaign with high reach networks• ESPN Happy Hour & Jimmy Kimmel sponsorships
DIGITAL/SEARCH/SOCIAL: $2.3 MM• Display advertisements to surround EDM, entertainment, and
lifestyle content throughout the quarter• Culturally relevant and timely social posts to engage users with
brand• Paid search around brand, category, and recipe content
Millennial target spends 70% of their time with digital on their mobile device Over 50% of Smartphone users search for info on products/services on their devices, 60% of mobile usage is outside of the home2
The makers of SMIRNOFF® vodka are investing to support the launch of the new Exclusively for Everybody campaign
DIGITAL • Contextual digital sponsorship to drive brand awareness through
Exclusive for Everyone campaign• Drink Engine digital program to increase consumer recipe
awareness and trial during key Holiday time period
Source: 1. CARAT Media as of 6/25/15 2CARAT Media, The Converging Landscape; Impressions are estimated based on current media plan; subject to change
19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad2OOH• Af-Am Targeted 30-Sheets (~30 units) and Hispanic Targeted 30-
Sheets (~30 units) in key neighborhoods to reach multicultural audience
SHARE THE MOMENT • FY16 HOLIDAY • 95
$6.4MMNational Media Investment
PLEASE DRINK RESPONSIBLY©2015 The Smirnoff Co., Norwalk, CT.
SMIRNOFF® VODKA MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$185KLocal Media Investment
96 • SHARE THE MOMENT • FY16 HOLIDAY
TANQUERAY® LONDON DRY GINMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
TANQUERAY® is looking to expand the category by targeting new audiences with Tanqueray No. Ten
Metro New York Media: $60K
$1.6MM National Investment will help generate 80MM total Impressions and 15MM Metro New York Impressions
• XXX
SEARCH/SOCIAL/MOBILE: $900K
PRINT: $700K
• Alignment with high impact ‘top 10’ culture moments leading into the holiday season with key partnerships – Food & Wine, Sports Illustrated and Time.com for impact
• Premium video reach delivered through on-demand & network placements ensuring widespread coverage of drinks’ inspiration
• Versatility of Tanqueray No. Ten(R) Gin showcased through cocktail & lifestyle partnerships with Food52 & EATER
• Re-introducing relevancy amongst core AFAM target with innovative music & lifestyle program through Hypebeast + Spotify
• December issues of key lifestyle pubs for Tanqueray No. Ten awareness against wider male & female audience set
• Golf Magazine, SI, Travel & Leisure, Wired & WSJ Magazine• Trade coverage through Wine Spectator, Cigar Aficionado, Market Watch
& Impact
• African-American targeted 30-sheets in key neighborhoods to reach multicultural audience
19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad1
Source: 1. CARAT Media, The Converging Landscape; Carat media as of 7/22/15;Subjectto change. Impressions are estimated based on current media plan; subject to change
SHARE THE MOMENT • FY16 HOLIDAY • 97
PLEASE DRINK RESPONSIBLYTANQUERAY London Dry Gin. 100% Grain Neutral Spirits. 47.3% Alc/Vol. ©2015 Imported by Charles Tanqueray & Co., Norwalk, CT.
$1.6MMNational Media Investment
TANQUERAY® LONDON DRY GINMEDIA: F16 OCTOBER, NOVEMBER, DECEMBER
$60KMetro New York Media Investment
98 • SHARE THE MOMENT • FY16 HOLIDAY
Please Drink Responsibly.©2015 UPPERCUT, Sonoma, CA | UppercutWine.com
Pair with barbecued meats or hearty pasta topped with beef, venison or wild boar ragú.
I N T R O D U C I N G
Rich flavors of blackberry jam, dark plum and rum-raisin with layers of clove and root spices that liven the palate
100 • SHARE THE MOMENT • FY16 HOLIDAY
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display:• Primary: Build display at scale utilizing mass merchandiser• Secondary: Cross-merchandise with key categories that drive display; Grilling
ingredients & spices, charcoal or BBQ & wood chips via sales materials• Secure Cold-Box placements where possible to drive trial
2. POS: • Drive awareness and consideration in store via point of sale visibility,
shelf-talkers with tasting notes, and added value neckers MIR’s & IRC’s • Where legal, execute sampling program driving trial & strong consumer
connections (TBD)
• Unlock your sales potential by featuring all three varietals of WOODWORK™ wines on shelf and on floor display• Leverage available support tools to drive awareness and conversion with your shoppers
• The “Crafted” Trend has a strong influence on the Alcoholic Beverage Industry: first impacting Spirits, then Beer – and now, wine!
• Woodwork celebrates those who craft with pride and continuously experiment • Each small batch of wine highlights the unique influence of oak to bring out the
varietal’s natural characteristics. We use the finest grapes from California’s Central Coast to create delicious wines inspired by subtle nuances of oak.
• Flavor cues on the front label quickly and easily communicate the oak influence and fruit expression.
• This October Woodwork will inspire consumers to experiment with oak while cooking, adding new flavors to their meals. Spice up your meal with cooking ideas from WOODWORK™ wines.
DISPLAY & VISIBILITYOCTOBER 2015WOODWORK™ “CELEBRATES THE CRAFT OF WINEMAKING”
©2015 Woodwork Wines, Sonoma, CA Please Enjoy Our Wines ResponsiblyDiageo Internal Not for Redistribution
• Creative recipes for crafting great meals that add a new variety of flavors to home cooking through oak use.• Woodwork will enable consumers to utilize a wood influence to bring out great flavor in their foods:
• Food recipe that pairs well with the wine and brings out flavors of wood/the season• POS and display pieces that showcase craft message and inspire consumers
• Opportunity to drive higher basket ring via cross-promotion with wood products & food items highlighted in recipes
• Woodwork has accelerated growth since launch, becoming the #3 new Premium wine brand and #7 within all new wines!1
• In its 24th week, Woodwork has surpassed where Earl Steven was by nearly 3 times.1
• Similar to Millennials, Woodwork celebrates those who craft with pride and continuously experiment.
• Millennials want an authentic brand that speaks to them. They enjoy picking up wines that hold a story behind it & unique blends2
Source: 1- Nielsen XAOC+Liq 52WE 1/3/15 (new = $0 YAG) 2- hngn.com 10/14/13
SHARE THE MOMENT • FY16 HOLIDAY • 101
Program Support
Recommended Display Standards
POS/Tools: Shelf talkers, 3-Case Rack Displays, Sell Sheets, Case Cards, Cold Box Cling, Case Tuckers. Posters, IRC’s/MIR’s, Digital Food & Cocktail Recipes, Mobile Wine Bar Sampling (TBD)
• Showcase food recipe that pair well with the wine and brings out flavors of wood/the season via POS that encourages stock up on Woodwork and drives traffic to other products
• Digital Content: Drives value with simple recipes and meal solutions with wine pairings via a recipe book, cross merchandising coupons and added value necker to make Fall entertaining easy using thewinebar.com
• Opportunity to drive higher basket ring via cross-promotion with products • Estimated XYZ Mobile Wine Bar Samplings throughout the U.S. (TBD)
A. Mass Display: 15+ in A, 10+ in BB. Secondary Display of other varietals with Case
Card, IRC/MIR or other added value neckersC. Cross-Merchandise different varietals in Deli,
Meat & Seafood Departments
WOODWORK CHARDONNAY 50%WOODWORK PINOT NOIR 25%WOODWORK CABERNET 25%
A. Inspire consumers to experiment with oak while cooking, adding new flavors to their meals. Spice up your meal with cooking ideas from WOODWORK™ wines.
B. Leverage Chefs USA where possible as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with WOODWORK™. (TBD)
C. See Channel Standards for Sampling Goals & Targets
Shelf Talkers
Case Tuckers
Floor Stamps
Case Card
Recipes
Coupon orders via Avid
DISPLAY & VISIBILITYOCTOBER 2015WOODWORK™ “CELEBRATES THE CRAFT OF WINEMAKING”
102 • SHARE THE MOMENT • FY16 HOLIDAY
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display:• Primary: Deliver front of store displays that bring Halloween to life utilizing
POS and by cross merchandising with other Halloween essentials at scale utilizing mass merchandiser
• Secondary: Secure out-of- department displays in other depts.• Secure Cold-Box placements where possible to drive trial
2. POS: • Drive awareness & consideration in store via point of sale visibility, shelf
talkers with tasting notes, & added value neckers• Drive trial via Mobile Wine Bar activation and cross-merchandising coupons.
Drive consideration & trial via point of sale, coupons, mobile wine bar activation & added value neckers (TBD)
• Generate incremental sales by exciting occasional wine drinkers to celebrate with ONCE UPON A VINE™ this Halloween. Cross-merchandise with items that help bring Halloween to life in store: Pumpkins, decorations, candy & cocktail mixers.
• ONCE UPON A VINE™ Wines will inspire consumers to escape the ordinary and be the envy of them all this Halloween with wicked and enchanting Halloween party ideas
• ONCE UPON A VINE™ Halloween Theme of “Escape the Ordinary” will inspire consumers to escape the ordinary and be the envy of them all this Halloween with wicked and enchanting party ideas from cocktails & recipes to costumes & decorations.
• Leverage the unique Once Upon a Vine packaging as a way to attract new consumers during Halloween. Halloween themed POS and cocktails drive purchase intent
DISPLAY & VISIBILITYOCTOBER 2015ONCE UPON A VINE™ “ESCAPE THE ORDINARY”
©2015 Faraway Vineyards, Sonoma, CA Please Enjoy Our Wines ResponsiblyDiageo Internal Not for Redistribution
• Unlock your sales potential by featuring all three varietals of Once Upon a Vine™ wines on shelf and on floor display
• Leverage available support tools to drive awareness and conversion with your shoppers
• ONCE UPON A VINE™ sales are on the rise and 1.3 times higher during Halloween than the average week.1
• Halloween is the #4 sales week for ONCE UPON A VINE2
• With an estimated 71.5% of Adults celebrating Halloween and more attending parties each year3 One Upon a Vine makes for a great pairing.
Source: Nielsen XAOC 52 WE 1/3/15 vs. WE 11/1/14; 2- Nielsen XAOC 52 WE 1/3/15 3-cnn.com 10/22/12
SHARE THE MOMENT • FY16 HOLIDAY • 103
Program Support
Recommended Display Standards
POS/Tools: Shelf talkers, Display Modular, Sell Sheets, Case Cards, Cold Box Cling, Case Tuckers. Posters, IRC’s/MIR’s, Digital Food & Cocktail Recipes, Mobile Wine Bar Sampling (TBD)
• Drive awareness & consideration in store via point of sale visibility, shelf talkers with tasting notes, & added value neckers
• Opportunity to drive higher basket ring via cross-promotion with Halloween oriented materials and other entertaining needs
• Digital Content Sharing• Leverage Cocktail -owned recipes via thewinebar.com
• Estimated XYZ Mobile Wine Bar Samplings throughout the U.S. (TBD)
A. Mass Display: 15+ in A, 10+ in BB. Secondary Display of other varietals with Case
Card, IRC/MIR or other added value neckersC. Cross-Merchandise in out of department
Halloween themed area of stores
OUAV RED BLEND 40%OUAV PINOT NOIR 20%OUAV CHARDONNAY 20%OUAV SAUVIGNON BLANC 10%
A. Showcase entertaining ideas with consumers using Cocktail Recipes & added value neckers
B. Leverage Chefs USA where possible as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with ONCE UPON A VINE™ wines. (TBD)
C. See Channel Standards for Sampling Goals & Targets
ONCE UPON A VINE™ Halloween Theme of “Escape the Ordinary” will inspire consumers to escape the ordinary and be the envy of them all this Halloween with wicked and enchanting party ideas
from cocktails & recipes to costumes & decorations.
DISPLAY & VISIBILITYOCTOBER 2015ONCE UPON A VINE™ “ESCAPE THE ORDINARY”
Artwork FPO
Available on AvidIRC & Escalating MIR Off Wine
Case Card & Poster
Pop Up Display
Shelf-Talkers
Cocktail & Food Recipes via Digital & Print
Cocktail Necker
Display Sampling
104 • SHARE THE MOMENT • FY16 HOLIDAY
DISPLAY & VISIBILITYNOVEMBER 2015STERLING VINEYARDS® “THANKSGIVING”
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display:• Primary: Secure in and out of department displays • Secondary: Build mass display utilizing Sterling mass display piece
2. POS: With “Entertaining Tips” with recipes, take -aways, sampling (where legal)• IRC: $1.00 off Napa Valley or Vintner’s Collection • MIR: $20.00 off Napa Valley or Vintner’s Collection
3. Sampling• Execute sampling program with “Entertaining Tips” with recipes, take –away’s, sampling
• Stock up on the entire Sterling portfolio to meet consumer demand• Execute Recommended display & activation standards provided
• Encourage retailer support through this benefit-based sale story resulting in additional trips to store, higher basket rings, and more bottles per trip.
• Consumers are more likely to trade-up to impress their guests for entertaining needs.
• Moments Made Sterling; Drive awareness of STERLING VINEYARDS® Win with Sterling during the Holiday months festive POS that dresses up retail stores.
• Drive awareness of Sterling Vineyards® and the ideal wine for Entertaining Occasions• Invite consumers to elevate their end of summer experiences with Sterling wines via
visibility materials; Value driven coupons and neckers that help bring to mind how to elevate an experience or gathering.
• Encourage consumers to share their #SterlingMoment + (@Retailer) to drive greater reach and exposure
• Cross-Merchandise Displays with Coupons, Shelf Talkers, Tuckers and Holiday POS (Focus on out-of-aisle displays, especially floral)
Please Enjoy Our Wines Responsibly© 2015 Sterling Vineyards, Calistoga, CA
THANKSGIVING IS A TIME FOR GIFTING… • Consumers are 23% more likely to purchase wine for a gift1 and are willing to
trade up during the Holidays2
• Sterling Vintner’s Velocity is double of J Lohr and Chateau Ste Michelle during the holiday week!
• Elevate the occasion with the #1 growing premium domestic wine in dollar sales and velocity3.
Source: 1- DIAGEO Wine Shopper Understanding 2008, 2- Spectra 3 - Nielsen 52 WE 1/3/15
SHARE THE MOMENT • FY16 HOLIDAY • 105
Program Support
Recommended Display Standards
Off Premise:Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
A. Engage consumers during sampling events with history of being one of the most visited wineries in the Napa Valley.
B. Leverage Chefs USA as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Sterling wines. (Where legal)
C. See Channel Standards for Sampling Goals & Targets
POS that encourages stock up on Sterling and drives traffic to other non-alcoholic products.
Entertaining Tips” with recipes, take -aways, sampling (where legal)
MIR’s & IRC’s Digital - Activation through social media channels
Facebook, Twitter and Sterling website
SVC CHARDONNAY 30%SVC CABERNET 30%SVC MERITAGE 20%SVC PINOT GRIGIO 20%
NAPA CABERNET 60%NAPA CHARDONNAY 20%NAPA SAUVIGNON BLANC 20%
DISPLAY & VISIBILITYNOVEMBER 2015STERLING VINEYARDS® “THANKSGIVING”
IRC & MIR
Mass Display with Coupons, Shelf-Talkers, Tuckers, Wreath & Gift Bags
Shelf Talkers
Sampling
Case Tuckers
Gift Tag
Gift Bag
Artwork FPO
106 • SHARE THE MOMENT • FY16 HOLIDAY
DISPLAY & VISIBILITYNOVEMBER “THANKSGIVING” 2015BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED”
The Situation
The Idea
How it Works
Key Benefits
Next Steps• Stock up on the entire BV® portfolio to meet consumer demand• Execute Recommended display & activation standards provided
• The BV® Coastal Estates & BV® Napa wines are recognized by consumers nationwide for their full flavor and rich CA heritage.
• Showcase how our wine has set the standard, and continues to do so, for the Napa Valley with on and off-premise sampling, BTG programming, relevant holiday cross-purchase offers and a charitable component
• Engage gatekeepers with Guild Somm events, Crush Camp, and other educational opportunities to challenge their expectations of the brand.
• Challenge the Expected:• Celebrating those with a UNIQUE VISION by sharing stories of how
CHALLENGING THE NORMS can lead to great achievement• Positioning bridges the gap between our brand roots and our future• Creates cultural relevancy by connecting with the “entrepreneurial spirit”• Connects with consumers & gatekeepers in a more modern way
1. Display:• Primary: Secure in and out of department displays (minimum 5 cases).• Secondary: Build “Never Replicated” Themed Mass Display
2. POS: Value Added Coupons & Shelf Talkers, Tuckers along with New Rack 3. Sampling: H2 Events = Estimated 600. Where available & legal, execute
sampling program driving trial & strong consumer connections.4. Drive awareness of brand via digital promotion, social media and PR
Please Enjoy Responsibly.©2015 Beaulieu Vineyard, Rutherford, CA
DIAGEO internal, Not for Redistribution
• BEAULIEU VINEYARD® With 115 years of winemaking experience under our belts, BV has set the standard for winemaking quality and techniques in the Napa Valley, while others have followed.
• Challenge the Expected. Allow consumers to challenge their expectations of BV by re-tasting the wine and helping to justify the price / value equation for BV. Bring the “Challenge the Expected” theme to the holidays to thank or celebrate those who have helped others by “challenging the expected.”
• Consumers are 23% more likely to purchase wine for a gift1 and are willing to trade up during the Holidays2
• BV® wine’s multiple price tiers meet the needs of a variety of customers while driving a higher lift and more consumer pull than Robert Mondavi3
• BV® dollar sales are nearly 1.5 times higher during Thanksgiving than the average week.4
Source:1 DIAGEO Wine Shopper Understanding 2008, 2- Spectra –3 Nielsen TTL US XAOC L52 WE 1/3/15 4- Nielsen TTL US XAOC 52 WE 1/3/15 vs. 11/29/15
SHARE THE MOMENT • FY16 HOLIDAY • 107
Program Support
Recommended Display Standards
Off Premise:Three Case Rack, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
Media & program support:• BV® will be highly visible via National Print, Digital Advertising,
PR & Social Media wit Over 15MM Impressions!• New York Times & Esquire• Wine Spectator
• Digital/Video Advertising / Facebook advertising & acquisition• BV® will draw consumer pull with high-impact displays,
cross-merchandising coupons and added value neckers
A. Mass Display: 15+ in A, 10+ in BB. Secondary Display of BV Napa Cabernet with Case Card,
IRC/MIR and Lug-OnC. Cross-Merchandise in Meat section using BVCE Cabernet,
Red Blend or BV Napa or Rutherford CabernetA. Engage consumers during sampling events with legacy
and history of being an iconic label for over 113 years B. Suggest Chefs USA where legal as part of the Mobile Wine
Bar Sampling Program with having the Chefs prepare different foods that pair well with BV wines
C. See Channel Standards for Sampling Goals & Targets
BVCE CABERNET 50%BVCE CHARDONNAY 35%BVCE PINOT NOIR 10%BVCE MERLOT 5%
FPO
DISPLAY & VISIBILITYNOVEMBER “THANKSGIVING” 2015BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED”
FPO
BVCE IRC & MIR
BV NAPA IRC & MIR
Sampling
Social Media&
Digital Advertising Shelf Talkers
108 • SHARE THE MOMENT • FY16 HOLIDAY
DISPLAY & VISIBILITYNOVEMBER 2015GREAT AMERICAN WINE COMPANY™ “THANKSGIVING”
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display:• Primary: Cross-merchandise & build impactful displays for entertaining with key
categories that drive display and help to elevate an experience or gathering: Thanksgiving foods, seasonal items, meat, deli & seafood department
• POS templates available on Brandmuscle for markets to customize and order throughout the year
• Support tools to reinforce Celebrate American and distribution/display building while creating best in class mass displays to draw awareness and excitement on the brand.
• Get creative: Think outside the box and look to other categories for inspiration (beer/soda)
• Sampling• Execute sampling program driving trial & strong consumer connections
• The Great American Wine Company™ is the perfect fit to “Celebrate Thanksgiving Day” and encourages consumers to celebrate the Holidays in Americana style.
• Invite consumers to celebrate Thanksgiving Day with our wines that give back to military charities• To reinforce the patriotism of the brand, each calendar year The Great American Wine Company
will provide a generous monetary donation to military charities• In 2015, our primary recipient will be the USO with a sizable donation to support their efforts
• Opportunity to drive higher basket ring via cross-promotion to provide them with the “Traditional Americana Thanksgiving Meal” and entertainment solutions
• Great American celebrations are year-round and we want to remind consumers that we’re the perfect fit for them at every opportunity that we get.
• Diageo Divisions/Distributors reach out to local USO chapters in their markets to establish a relationship
• Opportunity for local volunteering, donation, and/or support efforts
• Connect with local retailers to build a broader support effort in the communities with the USO Center• Build Impactful Displays with all 4 varietals• Use Flag floor displays and or USA floor displays
Please Enjoy Our Wines Responsibly© 2015 Rosenblum Cellars, Sonoma, CA
• Thanksgiving is a time to gather with family and friends to celebrate.
• Sales of Premium Wine increased by +43% during the week of Thanksgiving vs. previous week with +24% growth on GAWCo. 1
Source: 1. The Nielsen Company Total US + Liq we 11/29/14 vs Previous
SHARE THE MOMENT • FY16 HOLIDAY • 109
Program Support
Recommended Display Standards
Off Premise:Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
A. Mass Display: 15+ in A, 10+ in BB. Secondary Display of GAWco top varietal with
rack, case card, IRC/MIR and lug-onC. Cross-Merchandise in meat section using Red
Blend and in seafood w/ Chardonnay CABERNET 30%CHARDONNAY 30%RED BLEND 30%ZINFANDEL 10%
A. Engage consumers during sampling events with communicate that Diageo is a proud supporter of the USO and has donated to the USO previously as part of “Diageo Salutes the Troops” programming
B. Leverage Chefs USA as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Sterling wines.
C. See Channel Standards for Sampling Goals & Targets
• National USO Activation• Launch “Thanksgiving” POS and packaging to draw
awareness to military charity donation, drive consumers online for more information
• Dedicated POS materials call out the donation to the USO• PR – check presentation to USO• Creative available for retailers to announce GAWCo USO Tie-in
• Military Channel Activation• Dedicated programming in the Military Channel with a donation
to iPads for Soldiers• Dedicated POS in AAFES and Nexcom
GAWco Labor Day Shelf -Talkers
GAWco IRC & MIR / Case Tuckers
DISPLAY & VISIBILITYNOVEMBER 2015GREAT AMERICAN WINE COMPANY™ “THANKSGIVING”
110 • SHARE THE MOMENT • FY16 HOLIDAY
DISPLAY & VISIBILITYDECEMBER 2015STERLING VINEYARDS® “HOLIDAYS”
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display:• Primary: Secure in and out of department displays • Secondary: Build mass display utilizing Sterling mass display piece
2. POS: With “Entertaining Tips” with recipes, take -aways, sampling (where legal)• IRC: $1.00 off Napa Valley or Vintner’s Collection • MIR: $20.00 off Napa Valley or Vintner’s Collection
3. Sampling• Execute sampling program with “Entertaining Tips” with recipes, take –away’s, sampling
• Stock up on the entire Sterling portfolio to meet consumer demand• Execute Recommended display & activation standards provided
• Encourage retailer support through this benefit-based sale story resulting in additional trips to store, higher basket rings, and more bottles per trip.
• Consumers are more likely to trade-up to impress their guests for entertaining needs.
• Moments Made Sterling; Drive awareness of STERLING VINEYARDS® Win with Sterling during the Holiday months festive POS that dresses up retail stores.
• Drive awareness of Sterling Vineyards® and the ideal wine for Entertaining Occasions• Invite consumers to elevate their end of summer experiences with Sterling wines via
visibility materials; Value driven coupons and neckers that help bring to mind how to elevate an experience or gathering.
• Encourage consumers to share their #SterlingMoment + (@Retailer) to drive greater reach and exposure
• Cross-Merchandise Displays with Coupons, Shelf Talkers, Tuckers and Holiday POS (Own out-of-aisle displays, especially floral)
Please Enjoy Our Wines Responsibly© 2015 Sterling Vineyards, Calistoga, CA
The Holidays rank as top sales weeks for Wine!• During the Holiday period, Sterling Vintner’s and Sterling Napa drive
higher velocity and sales off display greater than the competition.1
Source: 1- Nielsen XAOC 8WE 1/3/15
SHARE THE MOMENT • FY16 HOLIDAY • 111
Program Support
Recommended Display Standards
Off Premise:Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
A. Engage consumers during sampling events with history of being one of the most visited wineries in the Napa Valley.
B. Leverage Chefs USA as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Sterling wines. (Where legal)
C. See Channel Standards for Sampling Goals & Targets
POS that encourages stock up on Sterling and drives traffic to other non-alcoholic products.
Entertaining Tips” with recipes, take -aways, sampling (where legal)
MIR’s & IRC’s Digital - Activation through social media channels
Facebook, Twitter and Sterling website
SVC CHARDONNAY 30%SVC CABERNET 30%SVC MERITAGE 20%SVC PINOT GRIGIO 20%
NAPA CABERNET 60%NAPA CHARDONNAY 20%NAPA SAUVIGNON BLANC 20%
DISPLAY & VISIBILITYDECEMBER 2015STERLING VINEYARDS® “HOLIDAYS”
IRC & MIR
Mass Display with Coupons, Shelf-Talkers, Tuckers, Wreath & Gift Bags
Shelf Talkers
Sampling
Case Tuckers
Wreath
Gift Bag
Artwork FPO
Gift Tag
112 • SHARE THE MOMENT • FY16 HOLIDAY
DISPLAY & VISIBILITYDECEMBER “HOLIDAYS” 2015BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED”
The Situation
The Idea
How it Works
Key Benefits
Next Steps• Stock up on the entire BV® portfolio to meet consumer demand• Execute Recommended display & activation standards provided
• The BV® Coastal Estates & BV® Napa wines are recognized by consumers nationwide for their full flavor and rich CA heritage.
• Showcase how our wine has set the standard, and continues to do so, for the Napa Valley with on and off-premise sampling, BTG programming, relevant holiday cross-purchase offers and a charitable component
• Engage gatekeepers with Guild Somm events, Crush Camp, and other educational opportunities to challenge their expectations of the brand.
• Challenge the Expected:• Celebrating those with a UNIQUE VISION by sharing stories of how
CHALLENGING THE NORMS can lead to great achievement• Positioning bridges the gap between our brand roots and our future• Creates cultural relevancy by connecting with the “entrepreneurial spirit”• Connects with consumers & gatekeepers in a more modern way
1. Display:• Primary: Secure in and out of department displays (minimum 5 cases).• Secondary: Build “Never Replicated” Themed Mass Display
2. POS: Value Added Coupons & Shelf Talkers, Tuckers along with New Rack 3. Sampling: H2 Events = Estimated 600. Where available & legal, execute sampling
program driving trial & strong consumer connections.4. Drive awareness of brand via digital promotion, social media and PR
Please Enjoy Responsibly.©2015 Beaulieu Vineyard, Rutherford, CA
DIAGEO Internal, Not for Redistribution
• BEAULIEU VINEYARD® With 115 years of winemaking experience under our belts, BV has set the standard for winemaking quality and techniques in the Napa Valley, while others have followed.
• Challenge the Expected. Allow consumers to challenge their expectations of BV by re-tasting the wine and helping to justify the price / value equation for BV. Bring the “Challenge the Expected” theme to the holidays to thank or celebrate those who have helped others by “challenging the expected.”
• Consumers are 23% more likely to purchase wine for a gift1 and are willing to trade up during the Holidays2
• BV® wines multiple price tiers meet the needs of a variety of customers while driving a higher lift and more consumer pull than Robert Mondavi3
• BV® dollar sales are 1.5 times higher during the Holiday week than the average week.4
Source: 1- DIAGEO Wine Shopper Understanding 2008, 2- Spectra 3- Nielsen XAOC 52 WE 1/3/15 vs YAG, 4- Nielsen XAOC 52 WE 1/3/15 vs. WE 12/27/14
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Program Support
Recommended Display Standards
Off Premise:Three Case Rack, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
Media & program support:• BV® will be highly visible via National Print, Digital Advertising,
PR & Social Media wit Over 15MM Impressions!• New York Times & Esquire• Wine Spectator
• Digital/Video Advertising / Facebook advertising & acquisition• BV® will draw consumer pull with high-impact displays,
cross-merchandising coupons and added value neckers
A. Mass Display: 15+ in A, 10+ in BB. Secondary Display of BV Napa Cabernet with Case Card,
IRC/MIR and Lug-OnC. Cross-Merchandise in Meat section using BVCE Cabernet,
Red Blend or BV Napa or Rutherford CabernetA. Engage consumers during sampling events with legacy
and history of being an iconic label for over 113 years B. Suggest Chefs USA where legal as part of the Mobile Wine
Bar Sampling Program with having the Chefs prepare different foods that pair well with BV wines
C. See Channel Standards for Sampling Goals & Targets
BVCE CABERNET 50%BVCE CHARDONNAY 35%BVCE PINOT NOIR 10%BVCE MERLOT 5%
FPO
DISPLAY & VISIBILITYDECEMBER “HOLIDAYS” 2015BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED”
FPO
BVCE IRC & MIR
BV NAPA IRC & MIR
Sampling
Social Media&
Digital Advertising Shelf Talkers
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AS AMERICAN ASRED, WHITE & BLUE
ENJOY THE GREAT AMERICAN WINE COMPANY™
Please Enjoy Responsibly. © 2015 Rosenblum Cellars, Sonoma, CA
PROUD SUPPORTER OF
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BTG - This holiday season is a great opportunity to drive our STERLING VINTNER’S COLLECTION ®
Cabernet Sauvignon By The Glass in both “Casual/Relaxed” dining as the wine has a style and elegance which offers generous dark fruit & toasty spices. A classic California Cabernet Sauvignon, brimming with succulent dark fruit and gentle oak spices.
STERLING VINTNER’S COLLECTION ® is an unparalleled collection of wines that represents the truly outstanding quality of the STERLING® name at a very affordable price point. Our wines offer hand-crafted, approachable selections and are made with the winemaking techniques similar to our Flagship Napa Valley tier of wines. Sourced from diverse terroirs and priced to be enjoyed every day and we are consistently a top rated, On Premise wine, with perfectly balanced varietals that would compliment any wine list.
STERLING VINTNER’S COLLECTION ® began some 15 years ago as a selection of approachable, fruit forward wines offered exclusively to restaurants, today the brand comprises 12 variety of wines and is one of the leading brands in the wine industry. These wines are made in Paicines by a dedicated team led by winemaker Monica Belavic. Grapes are sourced from the Central Coast, with the majority coming from the estate-owned sustainability-farmed Paris Valley Ranch Vineyard.
Example: Sterling Vintner’s Collection, Cabernet Sauvignon, Central Coast 2012DIAGEO Internal – Not for Redistribution©2015 Sterling Vineyards, Calistoga, CA - Please Drink Responsibly.
®
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2012 STERLING VINTNER’S COLLECTION®
CABERNET SAUVIGNON
WineOur 2012 Cabernet Sauvignon shows remarkable sense of place, delivering the juicy fruit and balanced flavors of the Central Coast. Cocoa-berry aromas open the nose, complemented by toasty oak spices, plum, cherries and a touch of smoke and violets. Flaunting California’s famously friendly nature, the palate unfolds with succulent blackberry and Bing cherry flavors, accented by varietal notes of black pepper and espresso. Rich, dark chocolaty tannins escort the vibrant fruit into long finish. Pair this medium-bodied Cabernet Sauvignon with grilled meats, sausage pasta or poultry in a rich sauce.
VineyardWe sourced our grapes from several vineyards throughout the Central Coast, layering various characteristics from each distinct region. Our Red Hills Vineyard in Paso Robles is one of our favorite sites for Cabernet Sauvignon, producing ripe fruit with round tannins and hint of sage. Paicines, which is located in warm San Benito County, brings balance and richness with dark flavors and ripe tannins. Slightly cooler, San Lucas Valley in southern Monterey County, gives us bright fruit and good acidity. Together, they create a complex and interesting wine.
WinemakingFor our Cabernet Sauvignon, we began with a two-day cold soak, gently extracting the fresh fruit character from the grapes. Fermentation in stainless steel maintained the bright accessibility of the fruit, followed by 12 months aging in French and American oak, which left warms accents of vanilla and toast. We blended in a portion of Merlot, a classic complement to Cabernet Sauvignon that adds luscious texture and fleshiness to the palate. The ample berry character of Syrah was used for additional depth and layers.
Varietal Composition - 79% Cabernet Sauvignon, 17% Merlot, 4% SyrahBarrel Aging - 12 months 65% American oak 35% French oak 44% new oakAlcohol - 13.6 %
®
DRIVE AWARENESS: By suggesting & tasting STERLING VINTNER’S COLLECTION®
Cabernet Sauvignon with right targeted accounts for excellent execution for By the Glass and Feature placements for the November & December Holiday Season through, tasting notes,
educational tools and wait-staff trainings and most importantly, follow up.
ENGAGE/EDUCATE: Walk through key facts about winemaker and winemaking process, use visual maps, pictures, videos, wallet size cards for easy reference & other tools of the trade.
NEXT STEPS:
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THE MONTEREY VINEYARDS® wines, formerly CHALONE MONTEREY COUNTY® wines has a new name, a new look, and a new twist-off cap to preserve the character of our varietal wines. The wines are ideal for By the Glass features to highlight the distinct, diverse Monterey County sourcing and accompany an array of different cuisines.
THE MONTEREY VINEYARDS® Pinot Noir should be your go to for restaurants with casual, relaxed dining environments introducing the new innovative package which the quality of wines express the Chalone Vineyard influence while over delivering for its extremely favorable price point.
THE MONTEREY VINEYARDS® is a proud part of the legacy of CHALONE VINEYARD® whichhas pioneered winemaking in Monterey County since the 1960s, and is renowned for producing Chardonnay that topped the French wines at the Judgment of Paris in 1976. In the decades since, CHALONE VINEYARD® has crafted critically acclaimed Pinot Noir wines that define the Chalone AVA.
Example: The Monterey Vineyards Pinot Noir, Monterey County 2013
DIAGEO Internal – Not for RedistributionPlease Drink Responsibly.©2015 The Monterey Vineyards, Soledad, CA
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®
Taste and suggest the TMV® Pinot Noir to the Sommelier or Chef writing the wine list and recommend pairings – they must make sense for the account and/or restaurant’s cuisine.
They influence other sommeliers in the “Somm Community”
Drive suggested Feature & By The Glass placements through key facts about winemaker and winemaking process, table tents, video tasting notes, educational tools and wait-staff trainings
NEXT STEPS:
2013 MONTEREY COUNTY PINOT NOIRWinePerfectly sun-ripened fruit in the 2013 vintage gave this Pinot Noir its rich, silkyblack cherry, wild berry and plum aromas with red rose petal and sweet spicenuances. Supple, ripe tannins structure the red and black fruit flavors and give thewine its silky, opulent texture. Smoky incense from French oak adds complexity tothe aromas and warmth to the lingering finish. This beautifully balanced wine pairsas deliciously with fresh grilled salmon with field greens, as with free-range,roasted chicken with wild mushroom quinoa, or Mediterranean lamb souvlaki.
VineyardWe selected the Pinot Noir grapes for this wine from two vineyards near Chualar,in the northernmost part of Monterey County, and one vineyard just a little furthersouth in Greenfield. Known as one of the most—if not the most—temperamentalgrape varietal, Pinot Noir demands cool conditions to develop its richly nuancedflavors. Located on the Salinas Valley’s bench lands, these vines begin their daybathed in morning sun and calm tranquility. Every afternoon, they stand againststrong, cold Pacific Ocean winds that slow ripening and develop grapes with deepcolor, intense flavors and lively acidity.
WinemakingAfter night harvesting the fruit, we first cold soaked the partially crushed Pinot Noirberries for gentle extraction of flavors, color and tannins. Following the primaryfermentation in temperature-controlled stainless steel tanks, the wine waspressed, and then completed malolactic fermentation to naturally round theacidity. During nine months of oak aging, the grape flavors integrated with thearomatic spices of the oak, while the tannins developed their supple, silky quality.
Varietal Composition - 100% Pinot NoirBarrel Aging - 9 months French oak Alcohol - 13.5%
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DIAGEO Internal – Not for Redistribution©2015 Stellina Di Notte, D’Alba, Italy, Imported by Diageo Chateau & Estate Wines, Sonoma, CA -Please Drink Responsibly
BTG - The “Because-You-Don’t-Need-A-Reason-For-Bubbly”. STELLINA DI NOTTE® Prosecco is a premium, traditional Italian sparkling wine made with Old World winemaking techniques and the classic Italian grape varietal. From the Conegliano e Valdobbiadene appellation – a top DOC for Prosecco, this sparkling wine is a delicious and affordable alternative to champagne and a light, fun alternative to still wines at every meal. As such, this Prosecco is perfect to place on wine lists and be served By the Glass in any casual or fine dining establishments.
STELLINA DI NOTTE® Prosecco offers smooth, easy-to-enjoy wines that are delicious with food or sipped on their own. Definitely crowd-pleasers, these wines are also offered at consumer-friendly prices in the fast-growing $10-$15 tier. A light, not too sweet, not too acidic sparkling wine, imported from Italy, this is great on its own or even mixed in cocktails.
STELLINA DI NOTTE® means “Little Night Star” in Italian produces wines from the Tre Venezie appellation referring to the three regions: Veneto, Friuli Venezia Giulia and Trentino Alto Adige in northeast Italy, the most famous appellation for this spicy, minerally white grape. Romanticists will tell you that Italy’s beautiful, starry night skies are the perfect setting for sipping these delicious wines, hence the celestial name. From the cool climate vineyards of Italy’s northern Veneto region, STELLINA DI NOTTE®
harvests the classic Italian grape varietals to create authentic, food-friendly wines for everyday celebrations. The Prosecco is carefully crafted in accordance with Italy’s strict quality standards. Italian Winemaker Lorenzo Rosso and American Winemaker Marty Spate work together to enhance centuries-old traditions with modern innovation and technique to translate the vivace of Italy to the glass.
Example: STELLINA DI NOTTE Prosecco, Delle Venezie Italy, NV (Non Vintage)
®
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WineCapturing Italian’s spirit for enjoyment, our Prosecco is a lively sparkling wine that offers crisp flavors and yeasty accents. The nose delivers rich almond-brioche aromas on a canvas of delicate white peach. Made in a brut-style, the wine shows lovely balance, combining a crisp acidity with just a touch of sweetness. Tiny, light bubbles dance through the palate with bright citrus steps. Often served in Venice’s outdoor cafes as an afternoon pick-me up, Prosecco is perfect for lifting one’s day. Pair with hard, aged cheeses, prosciutto and figs, or serve as a classic Bellini with slices of peach.
VineyardWe hand harvested the Prosecco grapes from vineyards in the foothills of the Alps, in Italy’s northern Veneto region. This cool viticulture region forms an arc between the Italian Alps and the Adriatic Sea. The region’s high altitudes assure cool summers to retain the grape acidity that gives liveliness to sparkling wines, while warmth from its proximity to the Adriatic Sea assures full ripening. The Guyot-trained vines are deeply rooted in well-draining alluvial marl soils—-composed of clay, limestone and rock—that are believed to contribute to the unique minerality of Prosecco wines.
WinemakingWe made our Prosecco using the Charmat sparkling wine process. First we cold fermented the juice to preserve the grapes’ fruitiness and then kept the wine sur lie (on yeast) for three weeks with frequent ba ̂tonnage (stirring) for rich texture on the palate. A second fermentation, with sur lie aging, developed the wine’s aromas and fine, persistent bubbles.
Varietal Composition - 100% ProseccoAlcohol - 11.5%
STELLINA DI NOTTE PROSECCO
Taste and suggest the STELLINA DI NOTTE® Prosecco to the Sommelier or Chef writing the wine list and recommend pairings – they must make sense for the account and/or restaurant’s cuisine
Drive suggested Feature & By The Glass placements through key facts about winemaking process, table tents, and wait-staff trainings to assist with gaining menu placements and increased visibility
NEXT STEPS:
®
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Please Drink Responsibly.©2015 UPPERCUT, Sonoma, CA | UppercutWine.com
�e silky tannins and bright �nish
of this wine make a perfect companion
to short ribs or �ai style beef.
I N T R O D U C I N G
Flavors of ripe black cherries and red currants weave together with toasted oak spices
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2 0 1 2 G E O R G E S D E LA T O U R P R I V A T E R E S E R V EC A B E R N E T S A U V I G N O N
Key Facts• The 1936 Georges de Latour Private Reserve, Napa Valley’s first reserve wine,
gained international recognition.• We selected this wine from the finest blocks of our historic vineyards on the
Rutherford Bench
Wine Score - 94 PointsVintage: 2012
Varietal Composition:93% Cabernet Sauvignon4% Petit Verdot3% Malbec
Barrel Aging:100% barrel aged90% new French oak barrels22 months of aging
Ageability: 2015 to 2025 orlonger if properly stored.
Harvest date: October 2012
Appellation: Napa Valley
Alcohol: 15.5 %
Acidity: 5.8 g/L
pH: 3.70
For more than 100 years, Beaulieu Vineyard has been setting the standard for rich, classic Napa Valley wines. Our legacy honors the marriage between state-of-the-art technology and gentle, traditional winemaking methods, a combination that enhances the expression of our remarkable vineyard terroir. From Calistoga in the north to Carneros in the south, our Beaulieu Vineyard Napa Valley wines reflect
this region’s diverse terroir with classic varietal character.
Please Enjoy Our Wines Responsibly.
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WineOffering abundant, dark fruit character and inviting, plush texture, our 2012 Georges de LatourPrivate Reserve Cabernet Sauvignon reflects the warm, sunny and dry growing season. The wine opens with layered aromas of crushed blackberries, dark cherries, bittersweet chocolate and violet. Ripe, muscular tannins support the expansive, dark-fruit flavors, while impeccably balanced acidity adds vibrancy. Complex nuances of toffee and toasted oak spices, from aging in new French oak barrels, heighten the aromas and linger on the persistent finish. This wine makes an elegant accompaniment to filet mignon with forest mushrooms.
VineyardWe hand selected grapes from the finest Cabernet Sauvignon vines in our BV Ranches No. 1 and No. 2, originally planted by Georges de Latour in the early 1900s. We focus on clones that yield small berries with the high skin-to-juice ratio needed to make intense, long-lived wines. These chosen vines are deeply rooted in the well draining alluvial fan soils of the Rutherford American Viticultural Area, considered one of the finest regions of Napa Valley for Cabernet Sauvignon.
WinemakingAt our state-of-the-art winery, dedicated exclusively to Georges de Latour Private Reserve Cabernet Sauvignon, we hand sorted the destemmed berries to retain only the highest quality fruit. Winemaker Jeffrey Stambor then fermented 45 percent of the grapes in new French oak barrels for early integration of fruit and oak character and to enhance the dense, rich texture; the balance was fermented in stainless steel tanks. Following judicious extended skin contact and in- barrel malolactic fermentation, the wine was pressed and returned to barrels for aging. Jeffrey blended the Cabernet Sauvignon with a small amount of Petit Verdot and Malbec to further enhance the wine’s aroma and flavor spectrum.
VintageThe high-quality 2012 harvest was a winemaker's dream. The relaxed, easy Vintage was greatly appreciated after the challengingly cool weather patterns in 2011. Long stretches of sunny days coupled with foggy nights gave our 2012 Wines exceptionally rich, expressive flavors and impeccable balance. The idealGrowing season well timed rains, no frost during bud break, and perfect weather for bloom, berry set and ripening was textbook Napa Valley.
2 0 1 2 G E O R G E S D E LA T O U R P R I V A T E R E S E R V EC A B E R N E T S A U V I G N O N
Please Enjoy Our Wines Responsibly.
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Key Facts• This wine displays the art of blending five classic Bordeaux-style varietals from
different regions to create a woven tapestry of flavors.• Selected from reserve quality grapes that combine rich fruit expression with
supple tannins for relatively earlier approachability.• Barrel aged in both European and American oak for an array of oak-spice
nuances• The textbook 2102 growing season and relaxed, high-quality harvest yielded
exceptionally fruit expressive wines• 20,000 cases produced
Vintage: 2012
Varietal Composition:75% Cabernet Sauvignon4% Cabernet Franc15% Merlot3% Malbec3% Petit Verdot
Barrel Aging:22 months75% European oak (French and Hungarian)
25% American oak60% new barrels
Ageability: 2015 to 2022
Harvest Dates: October 2012
Appellation: Napa Valley
Alcohol: 14.9%
Acidity: 5.6 g/L
pH: 3.68
Wine Score - 92 Points
2 0 1 2 R E S E R V E T A P E S T R Y
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2 0 1 2 R E S E R V E T A P E S T R YWineConsidered a superb vintage, the dry, sunny growing season gave our 2012 Reserve Tapestry its opulent, dark-fruit character and plush-textured mouthfeel while five Bordeaux-heritage varietals contributed layer-upon-layer of flavor complexity. This is a wine that shows the artistry of the winemaker. Jeffrey chose Cabernet Sauvignon and Merlot for the wine’s core briary blackberry and cassis expression and its plush mid-palate structure. He then added Cabernet Franc, Petit Verdot and Malbec to complete the blend with nuances of ripe plum, rose forest loam and graphite.
VineyardWinemaker Jeffrey Stambor chose specific blocks of reserve-quality grapes that would give Tapestry the combined attributes of fruit expression and softer tannins for relatively early approachability. He selected half of the Cabernet Sauvignon from the famous bench on the west side of the Rutherford American Viticultural Area (AVA) and the balance from the Stags Leap District, St. Helena and Calistoga AVAs. The Merlot was split from our vineyards in the warmer parts of Carneros and he Rutherford Bench. The Cabernet Franc, Petit Verdot and Malbec came from our estate vineyards in St. Helena and Calistoga.
WinemakingJeffrey tailored the winemaking for each varietal to best capture the elegant fruit expression from the cool 2011-growing season. Cold soaking of the destemmed grapes, gentle punch-downs in open-top fermentors and in-barrel malolactic fermentation all contributed to this wine’s richly textured flavors. To balance its impressive depth of fruit, floral and mineral expression with toffee and spice nuances, Jeffrey chose to barrel age the wine in 60 percent new oak.
VintageThe high-quality 2012 harvest was a winemaker's dream. The relaxed, easy vintage was greatly appreciated after the challengingly cool weather patterns in 2011. Long stretches of sunny days coupled with foggy nights gave our 2012 wines exceptionally rich, expressive flavors and impeccable balance. The ideal growing season-well-timed rains, no frost during bud break, and perfect weather for bloom, berry-set and ripening-was textbook Napa Valley.
Please Enjoy Our Wines Responsibly.
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The average shopper enjoys +33lbs. of cheese2 per year! • On or Off Premise, many Wine buyers often look for assistance and advice
before purchasing new items3.
• Wine & Cheese pairings are among the top growing small plate/appetizers on the menu.4
Source: 1. The Wine Institute Sep 10, 2014; 2. USDA/ERS Dairy Data March 2013 (*2012 estimate); 3. Spectra March 2015; 4. Technomic “Small Plates increasing” March 2015
Wine Details:• Chardonnay, Cabernet
Sauvignon, Red Blend
• Winemaker: Jason Becker
• Vintage: 2014
• Appellation: Central Coast (Cabernet is California)
• SRP: $14.99 everyday / $12.99 feature
Cheese Board, a range of wines crafted to pair
perfectly with America’s favorite cheeses.
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The Artist: Front label artwork is by Mike Geno, a Philadelphia-based artist written up in numerous publications and know for his mouth-watering paintings of cheese.
Packaging & Wine Details
Chardonnay: buttery, little to no oak, slight fruit or sweetness. To pair with soft cheeses like Mozzarella or block Monterey Jack.
Cabernet Sauvignon: medium bodied, medium tannin. To pair with hard aged and “cheddared” cheeses.
Red Blend: for smoked gouda. Light fruit. Low tannins and higher acid grip well with earthy cheeses.
On Premise:• Poster• Table Tent• Menu Insert• Cheese Pairing Guide
Drive BTG Placements and Pairings1. Recommend all three varietals for By the Glass menu placements2. Recommend appetizer and/or dessert cheese pairing to increase check size3. Focus distribution on “foodie” restaurants for cheese and food pairing
opportunities
Off Premise:• Poster• Case Card/Tucker• Shelf Talker• Necker• Lug On• Table Tent• Menu Insert• 3 Case Merchandiser• Varietal Specific Shelf Talker• Cheese Pairing Guide Necker
Tools to Support Launch and Year-RoundHero Creative Available on Brand Muscle for Immediate Activation:
Please Enjoy Our Wines Responsibly.
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IDEA: Taps into deeply emotive and profitable passion spot for pet lovers - 47% or 56.7 million U.S. households own at least one dog.
Rationale: NSALA partnership with $100K donation in 2015. Key activation tactics include NSALA Tour For Life (Fall schedule), sampling, digital, social, PR
NORTH SHORE ANIMAL LEAGUE TIE-IN:16 new dogs featured across 4 new varietalsChateau La Paws proudly supports no-kill shelters Professionally photographed real rescue dogs from North Shore
Animal League America
Wine Maker: Marty Spate
Wine Details: Merlot, Cabernet Sauvignon, Sweet Red, Sauvignon BlancFeatures 4 new NSALA Shelter dogs per varietal16 new dogs!2 New Shippers13% ABV
SRP: Portfolio line priced $12.99 everyday /$10.99 feature
Chateau La Paws: Merlot, Cabernet, Sweet Red & Sauvignon Blanc
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Channel Recommendation: Off Premise, On Premise + Pet Friendly Bars, Restaurants and Hotels
Shelf Recommendation: Adjacent to portfolio
Consumer & Trade Hook$100,000 donation in 2015 to help support No Kill Animal Shelters across the US!
28 dogs featured across 7 varietals (4 dogs per varietal) – real rescue dogs from North Shore Animal League professionally photographed
Read about each dog’s uplifting rescue story on our website & watch behind-the-scenes-video of the shoot
Encourage consumers to share their rescue dogs pictures and stories with us online vis website & social channels (FB & Instagram) #CLPdogs
DRAFT - ALL IMAGES FPO
Brand Poster
$100K NSALA Poster
Shelter Specific Poster
Case Card
Case Tucker
3 Case Merchandiser
POS Visuals
Shelf Talkers
Pop Up Banner
Lug On
Table Tents
3 Case Racks
Dog Treat Neckers
Please Enjoy Our Wines Responsibly.
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Red Blend
Woodwork is the #8 New Wine Brand • When ‘frequent’ wine drinkers where asked “What is
your favorite varietal?”, 55% said Merlot!1
• The Premium tier ($10-$14.99) is growing +12% vs. YA.2
• Male Millennial Wine drinkers have a propensity to buy ‘handmade’ or ‘constructed’ products3 and they are interested in discovering new flavor experiences
Source: 1.. Snapshot of the American Wine Consumer, 2014; 2. The Nielsen Company Latest 52WE 1/31/15; 3. The Nielsen Company Total USXAOC L52WE 2/1/14
Introducing…
Red Blend to the Woodwork Portfolio
Wine Maker: Monica Belavic
Wine Details: Three Central Coast grown varietals delivering prominent oak influence
• 2013 Red Wine Blend
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Red Blend
©2015 Diageo Wines, Sonoma, CAwww.TheWineBar.com
• Trade Ad with editorial discussing unique oak influence on each batch
• E-blast to keep Woodwork top of mind
• Social Media to communicate the unique Woodwork story to consumers
• POS communicating the specific oak influence on the new batch
• New Website to better show the brand story and deliver on craft
New Varietal Launch Support
Tools to Drive Pull Through
Please Enjoy Our Wines Responsibly.
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INTRODUCING… DESIREE
A smooth blend of Zinfandel and Moscato
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• Wine Details: 2013, Sweet Zin Blend, California
• California Sweet Red Wine Blend
• 55% Zinfandel, 45% Moscato
• ABV: 12.5%
• SRP: $14.99 everyday / $12.99 feature
• Brand Heritage: Rosenblum Cellars
IDEA: • The first ever “Sweet Zin Blend” from Rosenblum cellars, the original
pioneers of Zinfandel in California. • We pick our Zinfandel grapes towards the end of harvest, when they
are plump and sweet. • We then delicately squeeze each round, juicy luscious grape to bring
out the natural juice, then let nature work it’s magic to turn it into a delicious red wine that starts fruity and sweet and has a nice smooth and sultry finish.
Objective: Create a brand that illustrates the power of beauty, design , passion, and a delicious sweet red blend – All true to Rosenblum’s zinfandel heritage.
Rationale: Multicultural consumers are looking for sweeter profile wines
SWEET, SMOOTH AND LUSH RED WINE THAT STARTS FRUITY AND SWEET AND HAS A NICE SMOOTH FINISH. THE WINE IS ZIN-
FORWARD RED BLEND MADE WITH ZINFANDEL AND MOSCATO GRAPES
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A SWEET ZIN MOSCATO BLEND IN A CURVY BURGUNDY BOTTLE
Target Consumer• LDA to 40, Median HHI: $62K, Multicultural segment• Highly social people that passionately care about their image
and are seeking the approval of others. • They are conformists and prioritize material success• Their alcohol choices are designed to impress
Recommended Channel Strategy: Grocery, Liquor, MC
Desiree is the first sweet red blend from Rosenblum cellars, one of the pioneers of Zinfandel in California since 1978. Part Zin, part Moscato, our blend is as sweet, smooth and unique as your favorite song. To create our
signature cut, we took the best of both grapes, with hints of peach and mango from Moscato and the fullness of Zinfandel.
Best enjoyed chilled with close friends.
The U.S Red-blend is the fastest-growing category accounting for $900 million in sales1
Consumers of red blend are shopping more often, store trips +10.3%2
Moscato is one of the fastest growing varietals,1 helping to attract new shoppers into the wine category.
Premium Zinfandel is up +2.6 vs. YAG, outpacing the Varietal and contributing 46% to the growth of the Premium Plus segment4
Rosenblum cellars is a pioneer of the California Zinfandel, perfectly posed to introduce a new sweet red zin-forward blend
Source: 1. The Nielsen Company 52 WE 1/31/15, 2. Leading Shopper Card Data 52WE 3/21/15, 3. Spectra March 2015; 4. The Nielsen Company XAOC+L Latest 52 WE 2/28/15; 5. Nielsen XAOC+L 52 WE 2/28/15
THE STORY
• Poster• Case Card• Case Tucker• Shelf Talkers• Lug On• Cold Box Cling • Table Tent• Menu Insert• 3 Case Merchandiser
Sleeve
POS
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OPPORTUNITY
• As consumers’ economic confidence rises, so does their willingness to premiumize their wine purchase
• Super Premium Wine is on the rise, with +9% $ sales and driving over 20% of the category growth in wine.1
• UPPERCUT® drives an average of 8.4 cases volume per account in the On Premiseand velocity is up 2.2 cases in the last year2
SOURCE: 1) The Nielsen Company Total US XAOC 52 weeks ending 10/11/14; 2) Diageo Distribution, Total US, Month Ending 3/31/14; Super Premium Price Tier = $15-24.99 avg retail
IDEA
Capitalize on the On Premise success of Uppercut by launching equally high quality varietals, Merlot and Zinfandel.
WINE DETAILS• Zinfandel North Coast,
2012 Vintage• Merlot Napa County,
2013 Vintage
WINE MAKER:Trevor Durling
FPO
WINE STYLE: Approachable, dry, food friendly wines that are true to the varietal and reflect their appellation.
Merlot Zinfandel
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Please Enjoy Our Wines Responsibly.©2014 Uppercut , Sonoma, CA
• Merlot: This area has a long history with the varietal, producing deep, unctuous flavors of blackberry jam, dark plum and rum-raisin. Barrel aging lends layers of clove and root spices to the lively palate. Pair this satisfying wine with barbecued meats or hearty pasta topped with beef, venison or wild boar ragù.
SUGGESTED EXECUTION
TASTING NOTES
80% On-Premise / 20% Off-PremiseBuild distribution where Uppercut Cabernet Sauvignon, Sauvignon Blanc and Chardonnay have presence
Off Premise:• Suggested Pricing:
$12 WBTG; $24.99 everyday; $22.99 feature• Place Uppercut Merlot and Zinfandel on the shelf
to meet shopper needs• Execute 3-case stack in front of store to capture
impulse purchase
On Premise:• Suggested Pricing:
Zinfandel: $16.99 ED / $14.99 Deal Merlot: $24.99 ED / $19.99 Deal
• Feature Uppercut Merlot and Zinfandel on the BTG list
• Suggest food pairings to help increase check size • Utilize available POS, where legal, to drive
awarenessMenu Insert
POS available 24/7 on Brandmuscle
Note: Menu Insert / Table tent templates available for customization and printing via Brandmuscle
• Zinfandel: Napa County has a unique combination of climate and soil which produces an elegant, full-bodied Merlot. Flavors of ripe black cherries and red currants weave together with toasted oak spices. The silky tannins and bright finish of this wine make a perfect companion to grilled or herb-roasted chicken.
FPO
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Product InformationA M E R I C A N W H I S K E Y
Bulleit: Kentucky Bourbon. Made from a unique, high rye content recipe that creates a distinctive character, dryness, and smoothness. It contains no phenol alcohol, so there is no heat in the throat. Oaky, smoky, and smooth with hints of vanilla and honey. Serve mixed, neat, or on the rocks. Pairs well with NY Strip, ham, crab, leg of lamb, or lemon desserts.
Bulleit Rye: is a dry and interesting flavor profile – less sweet than Bourbon – VERY differentRye must be 51% Rye. Biscuity, off-dry, caramel corn, gentle spiciness. Smooth entry, bolstered by sweet tones of maple and oak. Midpalate: Lengthy, silky, lightly spiced (nutmeg). Finish: Long, satiny, woody/resiny, light toffee, no burn in the throat; the dried fruit elements come back, adding flair.
Bulleit 10 Year Old...years ago we set aside a number of choice barrels of Bulleit Bourbon to age a bit longer in our charred American white oak barrels. The extra years create a bourbon offering that is a richer and more complex sipping experience. Tom Bulleit is proud to bring you Bulleit 10 YO: consistently smooth, russet in color, rich with oaky aromas and hints of vanilla and dried fruit with a long smoky finish
Cabin Fever is an 80 proof Maple Whisky that has dark rich tones and is incredibly smooth.Cabin Fever is a 3 year old, 80 proof whisky that is infused with real grade B dark maple, a delicate blend of leathery oak and maple that comes together in harmony.
George Dickel Rye Whiskey: Our rye is sourced from the best producers around! We chill it then charcoal filter it for the smoothest, finest sipping Rye experience you can find
George Dickel’s Barrel Program. Over the years, our Master Distiller has set aside a limited number of barrels holding our most precious and complex whisky at peak periods of maturation. No two barrels are the same, and we’ve opened our rick houses to our most discerning, loyal customers to purchase these unique whiskies, one barrel at a time
George Dickel’s White: American Whisky is experiencing a renaissance, with innovation fueling much of this growth mainly through the launch of flavored whiskeys, more premium offerings and new “craft” brands that break traditional category “rules”.Aspart of the recent craft distilling revival in the U.S., un-aged or “white whiskey” is becoming a burgeoning category with unprecedented amount of NTW launches.
A M E R I C A N W H I S K E YGeorge Dickel No. 8 Tennessee Whisky: The original George Dickel Whisky. 80 proof and aged 5-6 years in new oak barrels. Chilled then charcoal filtered for a unique smoothness. Our No. 8 is mellow with notes of oak, smoke, and vanilla. Serve mixed with cola, ginger ale, or on the rocks.
George Dickel No. 12 Tennessee Whisky: The most highly awarded Tennessee Whisky. 90 proof and aged for a minimum of 8 years in new oak barrels. Chilled then charcoal filtered for an exceptionally smooth experience, with hints of vanilla and spice. Excellent in cocktails such as the Old fashioned or Manhattan. Also works mixed with cola, ginger ale, with club soda and a squeeze of orange or simply neat or on the rocks.
George Dickel Barrel Select Tennessee Whisky: Our finest expression of George’s classic Whisky. 86 proof and aged a minimum of 10 years in new oak barrels. Produced in small batches. Chilled then charcoal filtered for a consistently smooth taste with perfect balance, rich amber color and a hint of vanilla – a result of the charcoal mellowing and slow aging process. Serve neat or on the rocks.
Jeremiah Weed: It is a 100 proof bourbon liqueur manufactured in Kentucky. Jeremiah Weed has earned notoriety and has become a favorite drink of the American fighter pilot, especially in the United States Air Force.
Jeremiah Weed Blended Bourbon : Prized 90 proof blended bourbons with tastes of fudge, dark caramel, honey and toasted marshmallows. With a finish of endless layers of corn whiskey taste with a background note of orange. Serve with cola, on the rocks or as a cold shot.
Jeremiah Weed Cherry Mash Blended Bourbon:Prized 90 proof blended bourbons. Gently sweet and medium bodied with a long, nutty and oily finish. Serve with cola, on the rocks or as a cold shot.
Jeremiah Weed Flavors - A non-traditional pack thatwill entice consumers to try this American whiskey thatis made with hand selected secret spices – delicious asa shot or mixed with coke
Yukon Jack Wicked Hot & JacappleBoth liquids are made from extra-aged* whiskey for a smooth, clean taste experience. 35% ABV (*Aged 4 years vs. the 2-Year minimum)Wicked Hot delivers a slow burn from the Hot Cinnamon flavor , perfect for a chilled shotJacapple has a delicious taste of spiced apple, a perfect compliment to the whiskey
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Product Information
C A N A D I A N W H I S K EY (B L E N D S)
Crown Royal Regal Apple: The result is a perfect blend of Crown Royal's signature smoothness with the elegant flavor of crisp apple and hints of cinnamon that finishes on an authentically warm and woody note.
Crown Royal Northern Harvest Rye: Our Canadian rye grain is planted in the fall, sprouting until it’s covered by a blanket of soft winter snow. Once this snow melts, our rye completes its growth, maturing over the spring and summer. This distinctive growth cycle creates the perfect grain for a deliciously balanced whisky, extraordinarily smooth with hints of fruit, cloves and spice.
Crown Royal XO: Crown Royal whisky and Cognac are often referred to as Noble Spirits due to their great craftsmanship and history. With Crown Royal XO, our master blender brings these two great traditions together. We finish our fine Canadian whisky in rare cognac casks from the Limousin forest in France, which impart subtle hints of rich dried fruit. The result is an elegant and complex whiskey with hints of vanilla, spice and almonds
Crown Royal 75th Anniversary: This unique whisky commemorates Crown Royal’s illustrious blending heritage by showcasing the signature Coffey rye whisky that defines Crown Royal. Our master distiller carefully blends this Coffey rye with some of the most exquisite hand-picked whiskies from our extensive stocks. The result is an exceptionally rich and smooth whisky which strikes an elegant balance between creamy caramel and luscious fruit—perfect for celebrating 75 years of unparalleled whisky making legacy
C A N A D I A N W H I S K EY (B L E N D S)
Crown Royal Deluxe: Blended Canadian Whiskey first created in 1939 for the King of England’s visit to Canada. Well balanced with hints of honey, spice, and pepper. Typically mixed with cola, ginger ale, or on the rocks.
Crown Royal Black: A darker, more robust whiskey blended at 90 proof, yet with the signature smoothness of Crown Royal. Serve on the rocks.
Crown Royal Reserve: Crafted by the Master Distiller from a personal selection of whiskies of exceptional quality and character. Spice and nutty floral characteristics with hints of vanilla. Can be served in a Manhattan, on the rocks, or neat.
Crown Royal Cask 16: A blend of Canadian whisky finished in rare cognac casks from the Limousinforest in France, distinctly marked “16” to represent their place of origin. Exceptional in character and taste, subtle hints of rich dried fruit and vanilla. Serve neat or on the rocks.
Crown Royal XR: Rare Canadian Whisky created with the last remaining batch from the legendary Waterloo distillery. Limited in quantity. Unparalleled smooth taste marked with hints of vanilla, toffee, and spice. Served neat or on the rocks.
Crown Royal XO: Crown Royal Cask 16 re-mastered to reach the target consumer at a more approachable price point. Crown Royal and Cognac are often referred to as noble spirits due to their great history and craftsmanship.
Crown Royal Maple Finish: the renowned taste of Crown Royal, finished with authentic maple-staved casks, for a taste as smooth and delicious as premium Canadian Maple. Pour over the rocks, sip and savor or mix with cola for a delicious twist on a Crown and cola
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Product InformationW H I S K E Y (CONT)
Seagram’s VO: Deliciously delicate, yet deeply satisfying. Mellow and well balanced, it offers an array of distinctive winey and fruity characteristics, carefully crafted so no one flavor is allowed to intrude. VO is soft on the palate, with a dry delicate finish. Pour VO over ice into a tall glass with tonic water.
Seagram’s VO Gold: The golden hue is distinctive and inviting. Its aroma is rich and full bodied on the nose and its taste is exceptionally mellow and delicate on the palate, with a warm satisfying finish.
Seagram’s 7 Crown: A light and mild whiskey that is easy to mix, easy to serve and easy to call -especially the signature drink 7 & 7.
Seagram’s 7 Crown Dark Honey: A blend of fine whiskey with a touch of natural dark honey that creates an exceptionally smooth and delicious taste experience. Serve on the rocks, with cola or with a splash of soda water.
Seagram’s 7 Stone Cherry: We start with the finest whiskies then add a touch of natural cherry to create an exceptionally smooth and delicious tasting experience
Seagram’s 7 Orchard Apple & American Spiced- Introduce two new flavors into the existing Seagram’s 7 American Whiskey portfolio.. Spiced –hints of cinnamon and vanilla. Orchard Apple –predominantly sweet, ripe fresh picked apple notes with a background of subtle fruity whiskey character
Seagram’s 7 RETRO LTO -This limited time offer from Seagram’s 7 whiskey features a distinctive retro-inspired bottle and label. This ‘Crown pack’ is exciting for both existing Seagram’s 7 drinkers who love to collect and new millennials who seek unique whiskey offerings. This beautiful ‘dimpled’ retro bottle is sure to drive display and interest at both shelf and back-bar
Orphan Barrel Barterhouse and Blowhard - is one of the first brand releases from the Orphan Barrel Whiskey Company – a beautiful whiskey aged twenty years and looking for a good home. The Barterhouse whiskey stock was produced at the new Bernheim distillery (post 1992) was found stored in the old Stitzel-Weller Warehouses in Louisville, Kentucky
Orphan Barrel Rhetoric - Highly limited, highly demanded, for those who dream of walking through rickhouses to pick the choicest barrels, the ones tucked away, left sleeping and ageing to perfection, then lovingly bottled, by hand, in Tullahoma Tennessee
Orphan Barrel Lost Prophet. Highly limited, highlydemanded, for those who dream of walking throughrickhouses to pick the choicest barrels, the onestucked away, left sleeping and ageing to perfection,then lovingly bottled, by hand, in TullahomaTennessee. Whiskey lovers are looking for rarebourbons with incredible stories, heritage and liquid
Orphan Barrel Rhetoric. Rhetoric KentuckyStraight Bourbon is the 3rd brand release from theOrphan Barrel Whiskey Company – a beautifulwhiskey aged 20 years and looking for a goodhome. Rhetoric stock was found in the old Stitzel-Weller Warehouses in Louisville, Kentucky anddistilled in the both new and old Bernheim distillery(between 1990-1993). It is bottled in Tullahoma,Tennessee
PIEHOLE Whiskies - Whiskey consumers want flavor options, especially ones that are an amplification of existing flavors in the spectrum of Whiskey
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Product Information
C O R D I A L S / L I Q U E U R SBaileys Irish Cream: Best selling liqueur in the world. Made from Irish whiskey, fresh cream, cocoa beans, and vanilla beans. Rich creamy, chocolaty taste. Great for martinis, coffee drinks, and desserts.
Baileys Caramel: Made from Irish whiskey, fresh cream, cocoa beans, caramel and vanilla beans. Rich creamy, warm caramel taste. Great for martinis, coffee drinks, and desserts.
Baileys Vanilla Cinnamon: a delicious blend of natural vanilla and cinnamon flavors with real Irish Cream. This is not a Baileys OIC with a “Hint of flavor” but an entirely new flavor experience for Baileys . Enjoy simply over ice or in coffee.
Baileys with a hint of Hazelnut flavor - a delicious blend of BAILEYS Original Irish Cream with notes of chocolate, vanilla and creamy hazelnut. Enjoy in coffee or simply over ice
Baileys Chocolate Cherry: Very Dark Cherry combines the lusciousness of dark chocolate with the boldness of rich black cherries to create a delicious liqueur that only Baileys can bring. Perfect on it’s own or mixed beautifully with whiskey and other spirits in stylish shots
Baileys Espresso Creme: Bold dark roast coffee aroma with the taste of fresh ground espresso beans on top of Irish Cream and chocolate out through the smooth classic Baileys finish.
Godiva Chocolate Liqueur: Made with rich Godiva Chocolate. Sweet and rich. Great for martinis, coffee drinks, and desserts.
Godiva Dark Chocolate Liqueur: Bringing the exquisite taste of Godiva dark chocolate to the world of liqueurs, Introduce a new dark chocolate variant (non creamy), meeting bartender and consumer needs to create chocolate martinis and cocktails with a choice of dairy and non-dairy mixers
Godiva White Chocolate Liqueur: A cream based liqueur made with rich Godiva White Chocolate. Creamy and delicious. Great for martinis, coffee drinks, and desserts.
Grind: A delicious real coffee and rum product.Our Grind is made with 100% medium-roasted Colombian Arabica beans, blended with exceptionally smooth Caribbean Rum distilled 5 times from sugarcane molasses for a finely balanced espresso spirit that can be mixed with almost anything for an endless range of yummy cocktails, shots, hot and cold drinks
Goldschlager: Hot cinnamon schnapps. It is a blend of the world’s finest schnapps and cinnamon spice, infused with real gold flakes. 87 proof.
Romana Sambuca: Unique blend of natural flavor essences, including anise, elderberries, sugar, and a ‘secret natural flavor formula’ distilled in old world tradition. Licorice taste. Serve in a sifter with three coffee beans, as a shot, or mixed.
Rumpleminze: Authentic German-style peppermint schnapps. Sweet, herbal and minty fresh. Peppermint followed by a silky smooth finish. 100 proof. Also available in Berry & Citrus.
Black Haus: Authentic German-style blackberry schnapps. Rich flavor and aroma of fresh blackberries. 80 proof.
Yukon Jack: Canadian whisky and honey based liqueur. Boldly flavorful yet surprisingly smooth, it boasts a unique combination of pure northern wilderness ingredients. Smooth distinct taste, with hints of orange, honey and herbs. 100 proof.
Zwack: Hungarian liqueur dating back to 1790. Made from a secret recipe that requires over 40 herbs and aging time in ancient oak barrels to create the liqueur’s unique and mysterious flavor. Serve as a shot, mixed with Red Bull, or in a bloody mary.
Unicum, Zwack, and Unicum Plum are now known collectively as the House of Zwack, a suite of amaros led by Peter Zwack’s children, Izabella and Sandor
Unicum: rich, bitter, bold flavorUnicum Plum: original Unicum recipe that is tartedup with flavor by aging the liqueur on a bed of plum
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Product Information
C O R D I A L S / L I Q U E U R S (CONT’D)
TEKIRDAG RAKISI. Is produced from the best aniseed in Turkey and 100% fresh grapes. Possesses a fresh and fruity flavor, leaving a balanced & rich taste,
TEKIRDAG RAKISI GOLD SERIES. Born from the combination of the best Thracian grapes and the highest quality aniseed Western Anatolia has to offer. The smoothness and taste is further enhanced by maturation in oak barrels which gives it a golden color
Yeni Raki. Ranked as the most valuable aniseed drink brand and the 14th most valuable spirit brand in “The World’s Top Spirits Brand by Value” report by Impact Databank in 2012
Pimm’s No. 1: It is a gin-based liquor made in England from dry gin, liqueur, fruit juices and spices. It has a taste of citrus fruits and spice. It is either served on the rocks or in a Pimms Cups.
Pimm’s Blackberry & Elderflower - Vodka-based with the delicious taste of Blackberry and Elderflower flavors and a touch of orange liqueur. Deep rich red color. The perfect wine alternative: Straight over ice in a wine glass
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Product InformationG I N
Booth’s Finest Dry Gin - Revive and launch the Sherry-cask aged Booth's Finest Gin trademark to capitalize on UP “Craft” gin segment opportunity. Unique liquid is aged in sherry casks giving a characteristic golden hue & distinctly mellow taste
Tanqueray London Dry Gin: Tanqueray London Dry is a dry, crisp gin with a rich juniper flavor that makes the tastiest gin & tonics. The main botanicals used are juniper berries, coriander and angelica. Tanqueray® gin contains other botanicals, but these remain a closely guarded secret.
Tanqueray Rangpur: A well-balanced gin with a citrus twist. Distilled with rare Rangpur limes from India. Subtle gin taste with the juiciness of an orange and the zestiness of lime for effortless, versatile drinking that’s perfectly suited to fresh ingredients. Serve mixed with ginger ale, cranberry, or tonic or on the rocks.
Tanqueray Ten: Handcrafted in small batches using fresh fruits (grapefruits, oranges, and limes) and other fine botanicals. Exceptionally smooth and fresh, citrus taste with hints of juniper. Great for martinis or cocktails.
Tanqueray Malacca Gin is the white spirit of choice within cocktail culture and we are seeing a revival of historic styles of ginInfluential craft bartenders are looking for new and unique experiences, authenticity, connoisseurship and new flavors to inspire them
Tanqueray Old Tom - This exceptional liquid is lightly sweetened and infused with our finest botanicals, producing a gin that is perfectly suited for classic cocktails. The Old Tom style of gin is a lighter, sweeter, less-”junipery” style of gin that predates the London Dry style. It is used in classic cocktails like the Tom Collins and the Martinez (original version of the martini). We have the chance to introduce the definitive version of Old Tom – no other product out there can claim to come from an original recipe from the 1830s
Tanqueray Bloomsbury: Features prominent notes of Tuscan juniper along with additional botanicals including coriander, angelica, winter savoury and cassia bark. Tom Nichol believes this will make a robust, balanced, yet juniper-heavy Gin
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Product InformationR U M
Captain Morgan Original Spiced Rum: Captain Morgan Original Spiced Rum is a favorite worldwide: the unexpected taste that started it all. Smooth golden rum blended with mellow tropical spices. Serve Captain Morgan Original Spiced Rum with cola or ginger ale.
Captain Morgan Silver Spiced Rum: Slightly sweeter version of Original Spiced rum, made from clear Puerto Rican rum.
Captain Morgan 100 Proof Spiced Rum: the 100 proof blend brings out the intensity of rum in its original full-flavored state. Drink as a shot or with cola.
Captain Morgan Lime Bite: A spiced, silver lime-spiked rum specially formulated to taste great with beer or lemon-lime soda. Also mixable with juice, energy drinks and cola.
Captain Morgan Private Stock: Captain Morgan’s treasured reserves are married with a richer blend of mellow island spices and 35% alcohol by volume. Smooth, spiced with hints of vanilla and oak. ‘Sip and savor’ in a sifter, on the rocks, or mixed with cola or ginger ale.
Captain Morgan Black Spiced Rum: Using only the finest Caribbean rum distilled form black strap molasses and select spices, CAPTAIN MORGAN BLACK SPICED RUM is a bold, black rum with a surprisingly smooth finish.
Captain Morgan Special Edition: Inspired by Sir Henry Morgan’s victorious battle aboard The Satisfaction, the most prized vessel in his fleet, this limited edition signature series finishes Captain Morgan Original Spiced Rum with Sherry Oak casks for a rich and flavorful take on the Captain’s original blend
Captain Morgan 1671 - For a limited time only, we’re proud to introduce Captain Morgan 1671 – inspired by Sir Henry Morgan’s storied past, and filled with a unique blend of the Captain’s legendary spiced rum. This fine jug holds a unique spiced rum, expertly crafted to commemorate the legendary Captain and honor his final flagship, Satisfaction. So rally some mates, pour a glass of this very special rum and toast, “To Satisfaction”.
Captain Morgan White - Introducing Captain Morgan White- the next big offering from the most legendary rum brand
Captain Morgan White Flavors (Grapefruit, Coconut & Pineapple): Boldly delicious flavors with a sense of adventure. Simple mixed drinks with juice and club soda
Captain Morgan Cannon Blast: An intensely delicious blend of Captain Morgan’s famed rum and a unique bold spice blend. The perfect shot to celebrate the end of an epic night
Captain Morgan’s Parrot Bay Coconut Flavored Rum: Captain Morgan’s Parrot Bay Coconut FlavoredRum has a delicious coconut taste! It is very popular with pineapple juice, orange juice and other popular mixers.
Captain Morgan’s Parrot Bay Coconut 90 Proof: Crisp and lightly sweet natural flavors that mix easily with pineapple juice, cola and a host of other popular mixers to create deliciously simple island cocktails.
Captain Morgan’s Parrot Bay Mango Flavored Rum: Captain Morgan’s Parrot Bay Mango Flavored Rum is a premium blend of rich, mango flavors with light, crisp Puerto Rican rum.
Captain Morgan’s Parrot Bay Pineapple Flavored Rum: Captain Morgan’s Parrot Bay Pineapple FlavoredRum blends the island flavor of ripe pineapple with smooth Puerto Rican rum.
Captain Morgan’s Parrot Bay Passion Fruit: Captain Morgan’s Parrot Bay Passion Fruit Rum captures the Captain’s spirit of fun and adventure in this premium Rum made with distinctively tropical Passion Fruit flavor. When mixed with your favorite juice, it creates wildly colorful cocktails that are delicious and easy to drink.
Captain Morgan’s Parrot Bay Key Lime Flavored Rum: Key lime, also known as the Mexican lime, is valued for its unique flavor, more tart and bitter than traditional limes. It mixes easily with cranberry juice, cola and many other popular mixers to make simple and delicious cocktails with a taste of the tropics.
Captain Morgan’s Parrot Bay Orange: A zesty orange rum with sweet, fresh and juicy flavors and a hint of the tropics. Serve with lime soda, orange and cranberry juice.
Captain Morgan’s Parrot Bay Strawberry: A wild strawberry rum with sweet, fresh and juicy flavors one would typically find in a hand-picked strawberry paired with a hint of the tropics. Serve with orange juice, Sprite, or other juices.
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Product InformationRUM (CONT)
Myers’s Dark Rum: 1 of only 5 distillers left in Jamaica. Considered to be one grade darker than gold rum, Distilled in traditional pot stills and aged in white oak barrels. It is has hints of spices, along with strong molasses and caramel overtones. Consumed as a sipping rum or in favorite tropical drinks.
Myers’s Platinum Rum: White Jamaican rum. Aged in oak barrels, and filtered through charcoal. Adds flavor and body to cola, juices and tropical blended drinks.
Cacique: #1 Venezuelan rum made from 7 different varieties. Liquid originates in a copper container, then produced through continuous and batch distillation. Aged in white oak casks between 2 and 6 years.
RUM (CONT)
Oronoco: Made from Brazilian mountain sugar cane, not molasses. The cane juice is triple distilled using a combination of column and copper pot stills and blended with South American rums before being rested in Brazilian wood casks. Light hints of vanilla with smooth finish. Best enjoyed on the rocks or in mojitos.
Pampero Aniversario: Añejo Rum from Venezuela. A special reserve Venezuelan rum made from a super-premium blend of pot still and continuous still rums aged in oak barrels for a minimum of 8 years. Rich, complex taste with hints of brown sugar and cocoa. Can be served neat, on the rocks, or in a mojito.
Zacapa 23: Ultra-premium blend of rums between 6 and 23 years old. It is distilled only from the first pressing of sugar cane syrup, not from molasses. After distillation, Zacapa Rum 23 is aged in the Guatemalan highlands, 1.5 miles above sea level at a “heavenly” location”.Zacapa Rum 23 is best enjoyed when sipped and savored, neat or on the rocks.
Zacapa XO: Originally created to commemorate the New Millennium, it has a drier aroma and flavor than Zacapa 23, and has all the attributes of a world-class spirit: rich heritage, outstanding craftsmanship and incredible liquid. Serve neat or on the rocks.
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Product InformationSCOTCH
Buchanan’s 12 year old: Blended Scotch Whisky. Blended in part from Dalwhinnie single malt, and originally created by the Dalwhinnie founder, this is a classic, well-balanced blended Scotch. Complex and rich with floral sweetness and pronounced peatiness. Very popular in Hispanic/Latin markets. Serve mixed with cola, ginger ale, or soda, on the rocks, or neat.
Buchanan’s 18 year old: Blended Scotch Whisky. Combines 18 year old grain and malt whiskies. Aging in oak casks enhances rich, mellow depth. Intense warm, fruity taste with soft peatiness and remarkable creaminess. Served on the rocks or neat.
Buchanan’s Red Seal: Blended Scotch Whisky. Non aged traditional Victorian blend based on James Buchanans’ original recipe from 1901. It leaves a velvet sensation in the mouth, very smooth and nice.
Buchanan’s Master: Buchanan’s Masters is a personal selection of the Master blender Keith Law, who used the best Scottish whiskies individually hand-selected at the best time of their maturation. A credible non-aged blended Scotch Whisky variant of Buchanan’s that will compete between 12y.o & 18 y.o price segments by giving consumers different and credible new rules for determining quality.
J & B: Blended Scotch Whisky. Unique in taste and light in style. Fresh and fruity in the aroma with a hint of smokiness on the palate. Served neat or mixed with cola, ginger ale, or soda.
Johnnie Walker Red: Blended Scotch Whisky. A distinctive taste of smoke and sweet spice, complemented by vanilla. A blend of over 30 of the finest aged single malts and grain whiskies. Serve neat or mixed with cola, ginger ale, or soda.
Johnnie Walker Black: Blended Scotch Whisky. Characterized by a signature smokiness and fruity sweetness. An exceptionally deep and special 12 year old Deluxe blended Scotch whisky. Serve neat or mixed with cola, ginger ale, or soda.
Johnnie Walker Double Black: The Double Black liquid is un-aged and is different to BL in the way it has been blended. The Double Black label reflects the name, but the increased level of gold compared to Black Label provides status cues
Johnnie Walker Gold Label Reserve. He has handpicked his favoured whiskies, including casks of Clynelish Single Malt Scotch Whisky (whose water source flows from the Kildonan Hills, where gold was discovered in 1868) from selected reserves and then skilfully blended them to create a bold, confident Blended Scotch Whisky that is as luxurious and indulgent as its name suggests - perfect for sharing at life’s celebratory moments
Johnnie Walker Select Cask: Aged 10 Years and first-fill American casks, finished in Rye casks for 3 monthsChill-filtered. Vanilla and pepper
Johnnie Walker Platinum Label is a supremely rich, contemporary and complex 18 year old blend characterized by a sweet yet elegant Speyside style and subtle Islay smokiness. It is a delicate smoky blend, embodying the characteristic full flavors of Johnnie Walker Blended Scotch Whiskies, reflecting a strong, sweet and elegant Speysidestyle. It has a rich, dark and intense flavor, rewarding those who take the time to savor it
Johnnie Walker Blue: Blended Scotch Whisky. A handcrafted masterpiece that uses only the rarest of our aged reserved whiskies. The whiskies are some of the rarest in the world due to their age and availability. Smooth, mellow with traces of smoke, honey and sweet spice. Serve neat or on the rocks.
Johnnie Walker Blue King George V: Blended Scotch Whisky. This exquisite spirit is handcrafted from rare whiskies produced only in distilleries that operated during the reign of King George V, including several which no longer exist. Profound smoky initial aroma, followed by sweet fresh fruit and malt characteristics. Powerful, complex, and rich taste, yet exceptionally smooth. Serve neat or on the rocks.
Johnnie Walker Dunhill - JOHNNIE WALKER® BLUE LABEL® and Alfred Dunhill, have presented a Limited Edition Collection featuring Dunhill’s signature “Chassis” design. The supremely rare casks used in the blending of JOHNNIE WALKER® BLUE LABEL® are hand-selected for their superb quality, character and flavor from the largest reserves of whisky in the world. Each cask is matured to perfection and then skillfully blended in small batches to create this most intense and complex of whiskies
John Walker Odyssey - Rare triple malt. Signals better than a single malt. Intriguing enough to pique the malt enthusiasts curiousity. Exceptionally smooth. The detailing throughout the packaging will demonstrate quality, craftsmanship and true luxury.
Johnnie Walker Swing: Blended Scotch Whiskies. 35 individual whiskies used, with a high proportion of Speysidemalts. Some have been matured in sherry casks to gain richness, while others are light and aromatic. Originally produced for the cruise line industry.
Johnnie Walker Private Collection. A showcase collection celebrating the innovative spirit and craft of John Walker & Sons blending. Annual limited release.
Johnnie Walker “O”. JOHNNIE WALKER® BLUE LABEL™ is a symphony of six deep and powerful flavors. Together, they form the most complete expression of the JOHNNIE WALKER house style. Layers of FRESH sweet flavours burst onto the palate, before rich FRUIT and chocolaty MALT tones come to the fore. Old oak WOODY notes reveal themselves next, evolving into hidden depths of aromatic SPICE. Finally, the signature Johnnie Walker SMOKE rounds everything off – delivering an impossibly long, lingering finish
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Product InformationSCOTCH (CONT)
Cardhu 12 yr old: Purchased by John Walker and Sons in 1893; the malt is at the heart of the Johnnie Walker blends. Well balanced, smooth mouth feel; sweet and fresh, then drying. Serve with little or no water.
Caol Ila 12 yr old: (Islay) Single Malt Scotch. Slightly sweet, yet smoky with a deep peaty finish. Hints of saltiness. Serve neat or on the rocks. Pairs well with braised lamb shank or strong cheeses.
Clynelish 14 Yr Old: (North Highlands) Single Malt Scotch. Firm, but light. Spicy fresh fruit, honey, and malt. Pleasant sweetness. Unpeated scotch. Serve neat or on the rocks. Pairs well with Kobe Beef, rack of lamb, or scallops.
Cragganmore 12 Yr Old: (Speyside) Single Malt Scotch. Complex, floral, and malt tastes with hints of sweet wood. Considered one of the most well rounded and balanced single malts. Serve neat or on the rocks. Pairs well with Sirloin, pan fried duck, veal chops, or chocolate.
Dalwhinnie 15 yr old: (Central Highlands) Single Malt Scotch. Hints of heather and honey sweetness followed by deep hints of malt and peat. Serve frozen in a sifter, neat, or on the rocks. Pairs well with Filet or creamy desserts.
Glenkinchie 10 yr old: (Lowlands) Single Malt Scotch. Dry and chalky with hints of sweetness and crispness. Serve neat or on the rocks. Pairs well with grilled chicken breast, spicy sausage, mussels, lobster, or shrimp.
Haig Club: Partnered with influencers David Beckham & Simon Fuller, Haig Club introduces a new world of whisky that represents tradition with a modern twist. Haig Club is delivered in an iconic blue bottle in sharp contrast with the rest of the whisky category
IW Harper has had a “high class” positioning since it was first produced. It is completely authentic with a taste that wins hearts and minds. This is a brand that has been around the world and a reputation that proceeds it. IW Harper pays tribute to the original brand, but has been revamped with a modern design and an incredibly drinkable whiskey. IW Harper will target LDA+ American Whiskey drinkers as well as older adorers of the IW Harper brand.Both variants will be an ongoing product release for a limited number of years.
Lagavulin 16 YO: (Islay) Single Malt Scotch. Intense peat smoke with hints of malty sweetness. Serve neat or on the rocks. Pairs well with strong cheeses or dark chocolate.
Mortlach Rare Old, 18YO & 25YO: has been described by whisky connoisseurs as “The Beast of Dufftown”, for its rich and powerful flavors, produced in an astonishingly complicated and unique distillation process which commentators have attempted to explain as ‘2.81 Distilled
SCOTCH (CONT)
Oban 14 yr old: (West Highlands) Single Malt Scotch. Combines sweetness of fruit and spices followed by smoky, malty dryness, and a grain of salt. Described as a well balanced mix of sweetness and boldness. Serve neat or on the rocks. Pairs well with Prime Rib, braised lamb shank, or salmon.
Oban 18 yr old: (West Highlands) Single Malt Scotch. Combines sweetness of fruit and spices followed by smoky, malty dryness, and a grain of salt. Described as a well balanced mix of sweetness and boldness. Serve neat or on the rocks. Pairs well with Prime Rib, braised lamb shank, or salmon.
Oban Little Bay - Oban Little Bay is crafted by hand selecting small batches of our finest single malt whiskies, marrying the whiskies in small casks to allow more contact with the wood. This delivers a richer, smoother Oban with the signature distillery character of citrus and sea salt
Old Parr: A blend from Cragganmore distillery, composed of up to forty individual malt and grain scotch whiskies from the finest stocks. Old Parr is instantly recognizable by its smooth and mellow characteristics. Serve neat or on the rocks.
Old Parr Tribute - To celebrate this legend of a man, the master blender at Old Parr have carefully selected the finest whiskies that the 4 corners of Scotland has to offer, and matured them in special rejuvenated old oak casks. The result is a fine whisky full of flavor and the characteristic Old Parr smoothness. A fitting tribute to celebrate the man who lived life to the full. Old Parr Tribute is silky smooth with hints of vanilla, butterscotch, tropical fruits with a lingering smoke finish.
Pinch: Blended Scotch Whisky. Smooth blend of 15 year old whisky with a high percentage of malt from Linkwood, Glenkinchie, Dalwhinnie, and Lagavulin. Smoke mixed with a bit of peat overlays a strong vanilla flavor.
Studebaker Crafted Cocktails: developed with Diageo’s Canadian whisky stocksManhattan: aged whisky and sharp dry wine notes w/ dark fruit and volatile spicy herb notes Old Fashioned: aged whisky and rhindy/ bitter orange fruit w/ supporting dark fruit and volatile bitters notes
Talisker 10 year old: (Skye) Single Malt Scotch. Sweet, spicy, and peppery with clouds of smoke. Warm, intense long finish. Serve neat or on the rocks. Pairs well with oysters, swordfish, or tuna.
Talisker Storm. An exuberant new expression of Talisker, created to delight and intrigue the many adorers of this celebrated island whisky: more intense and smoky, with enhanced and vibrant maritime notes, smoothly balanced with Talisker’s signature warm sweetness
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Product Information
T E Q U I L A
Don Julio Blanco: 100% blue agave ultra premium silver tequila. Light, clean and dry, with a touch of black pepper, fresh agave, and citrus. Great for margaritas or shots.
Don Julio Reposado: 100% blue agave ultra premium Reposado tequila. Aged for 8 months in oak casks. Silky and smooth profile with slight hints of vanilla and dark chocolate. Serve on the rocks or with grapefruit soda as a Paloma.
Don Julio Añejo: 100% blue agave ultra premium añejo tequila. Aged in oak barrels for 18 months. Full bodied, slightly dry with a touch of wild honey, vanilla, and oak. Serve neat or on the rocks.
Don Julio 1942: 100% blue agave ultra premium añejo tequila created to celebrate Don Julio distillery’s 60th anniversary. Aged for 30 months in oak barrels. Silky smooth with hints of vanilla and walnuts. Serve neat or on the rocks.
Don Julio Real: 100% blue agave ultra premium añejo tequila. Crafted in extremely limited quantities. Aged for 3-5 years in oak barrels, making it part of the extra añejocategory. Smooth, graceful flavor with notes of cooked agave, caramel, chocolate, and toffee unfolding into a long, sweet finish. Slight hints of wood. Serve neat in a sifter.
Don Julio 70: Celebrating 70 years of fine tequila making, Don Julio will once again redefine tequilaMaster distiller, Enrique De Colsa, has created a completely unique tequila – The World’s first Crystal Anejo tequila. Don Julio 70 is twice distilled, aged for 18 months in American oak barrels, and carefully filtered for extra smoothness. Liquid embodies the smoothness of a Blanco tequila while retaining hints of Anejo
Peligroso - is an award-winning 100 percent blue weber agave tequila from the highlands of Jalisco, Mexico. It comes in four variants including Silver, Reposado, Anejo and Cinnamon, which is tapping the current consumer interest in flavored spirits. Founded by two avid surfers, Peligroso is an emerging tequila brand rooted in the action sports and surfing culture of Southern California.
DeLeon - DeLeon tequila uses the finest hand-selected blue webber agave for unrivaled smoothness. Our slow fermentation process provides unrivaled nuanced flavor and depth of character unlike any other Blanco tequila. DeLeon comes in 6 variants: Diamante, Platinum Reposado, Anejo, XtraAnejo and Leona.
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Product Information
VODKACÎROC: Imported vodka made from fine French grapes (Ugni Blanc and Mauzac Blanc) and distilled 5 times. Smooth, crisp with essences of light citrus. Great for martinis, cocktails, and shots.
CÎROC Red Berry: A ripe, juicy blended burst of fresh raspberry and a light touch of sweet strawberry jam on the finish. A hint of Blackberry notes give Red Berry the perfect balance. Serve on the rocks or with lemon lime soda and grenadine.
CÎROC Coconut: A richly flavored spirit, infused with the essences of coconut and tropical fruits. Serve on the rocks, with pine apple juice or club soda.
CÎROC Peach Vodka: A brand extension via new flavor, Peach, will capitalize on the success of CirocRed Berry and Ciroc Coconut and keep the brand fresh among target consumers , the trade and media
CÎROC Amaretto delivers “delicious sophistication” and is highly mixable with readily available mixers such as Cola, Cognac, Ginger Ale, and fruit juices. Additionally, Ciroc Amaretto is rich and luscious when served straight over ice
CÎROC Pineapple - Ciroc Pineapple delivers “delicious sophistication”. It is highly mixable with readily available mixers such as Fruit Juices, Soda and Ginger Ale. Ciroc Pineapple, the fifth flavor of the Ciroc family, provides a fresh take on this this well-known, beloved fruit by turning it into a sophisticated, fresh , and highly mixable drink experience
Ketel One: Imported vodka made from wheat and distilled 3 times. Exceptionally smooth and crisp. Great for martinis, cocktails, and shots.
Ketel One Citroen: Imported vodka made from wheat and distilled 3 times. Infused with finest natural citrus flavors including lemons from Sicily, green lemons from West Africa and limes from the Caribbean.
Ketel One Oranje: Is crafted using only fresh fruit of the highest quality, offering the perfect balance of smooth Ketel One Vodka and the natural essence of Mandarin and Valencia oranges. Perfect for enjoying on the rocks.
Godiva Chocolate Infused Vodka: GODIVA® Chocolate Infused Vodka is the perfect balance of five-times-distilled vodka, infused with the essence of chocolate for a uniquely smooth and luxurious taste. Enjoy the perfection of GODIVA Chocolate Infused Vodka on the rocks or in the ultimate Chocolate Martini
Godiva Chocolate Raspberry Infused Vodka: GODIVA® Chocolate Raspberry Infused Vodka is the perfect balance of five-times-distilled vodka, infused with the essence of Chocolate Raspberry for a uniquely smooth and luxurious taste. Enjoy the perfection of GODIVA Chocolate Raspberry Infused Vodka on the rocks or in the ultimate Chocolate Martini
Smirnoff No. 21: The number one selling premium vodka in the world, is described by a New York Timespanel of experts as "clean and ultra smooth, with pleasing texture…the hands-down favorite.“ It is perfect to drink in martinis and mixed drinks.
Tanqueray Sterling Vodka: Tanqueray Sterling vodka is made from pure grain spirit, distilled at high proof and carefully distilled a second time in a 220-year-old copper pot still. Tanqueray Sterling vodka has a smooth, balanced body that one would expect from a premium quality vodka.
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Product InformationVODKA (CONT)
Smirnoff Silver: 90.4 proof Vodka. Triple distilled to make the perfect martini.
Smirnoff Blue: Smirnoff Blue, made by the unique Smirnoff distillation process, is distilled to 100 proof. Nothing else tastes smoother than Smirnoff. Crafted from the finest grain and filtered in a unique charcoal process.
Spiced Root Beer: “Original” and “masculine” flavorwhich leverage “crafted ingredients” and 100 proof to support the bold flavor delivery. Serve with soda, on the rocks or with a splash of your favorite mixer.
Dark Roasted Espresso: 100 Proof Flavored Vodka Line rooted in masculinity, Serve with soda, on the rocks or with a splash of your favorite mixer.
Smirnoff Flavored Vodkas: Smirnoff flavored vodkas are manufactured to our specifications in order to meet Smirnoff’s quality and flavor requirements. Flavorsinclude:Blueberry: Smooth, refreshing blueberry taste. Serve with cranberry juice, tonic water, lime juice and a blueberry in martini glass.Cherry: Infused with the natural tastes of juicy cherries it puts a cool new spin on cola.Citrus: Smooth light lemon and lime flavors. Serve with soda and a lemon wedge.Cranberry: Tart and refreshing cranberry flavor. Serve with ginger and a lime wedge.Green Apple: Crisp granny smith apple flavor. Serve with sour mix, apple schnapps and an apple slice in martini glass.Mango: Evokes the juiciness of a freshly-cut, ripe, tropical mango. Easily blends in cocktails containing tropical fruits, berries and spices. Also serve with citrus soda, or lemonade.Lime: Sweet and crisp lime flavor. Serve with colaMelon: A beautifully blended 'fusion' of fresh melons including honeydew, cantaloupe with a hint of sweet, juicy watermelon. Blended to deliver sweet, yet light, juicy perfection. Serve with lemonade or fruit juice. Orange: Delicious orange and mandarin orange flavors. Serve with tonic and an orange slice.Passion Fruit: Smooth refreshing passion fruit taste. Serve with lemonade and a lemon wedge.Peach: Brings a taste of the orchard to your cocktail. Fresh , juicy, and sun-ripened sweetness will enhance your favorite summer sippin’ drink. Serve with orange juice and iced tea.Pear: A beautifully blended 'fusion' of fresh pears blended to deliver sweet, yet light, juicy perfection. Serve with lemonade, orange juice or soda.Pineapple: A fresh and zesty pineapple taste. Serve with lemonade, ginger ale and fruit juices.Pomegranate: A fresh and fruity pomegranate taste with the delicate hint of berries blended for a smooth, yet light and juicy pomegranate taste. Serve with lemonade or fruit juice.
Raspberry: Raspberry and blackberry flavors. Serve with club soda and a lime wedge.Strawberry: Sweet, juicy vine-ripened strawberry flavor. Serve with orange juice, grenadine and a strawberry.Vanilla: Smooth Madagascar vanilla flavor. Serve with cola and a lime wedge.Watermelon: Red, ripe, juicy watermelon flavor. Serve with cranberry juice, sour mix and a watermelon slice in martini glass.White Grape: Smooth, refreshing white grape taste. Serve with triple sec, lime juice, lemon-lime soda and a lemon wedge.Coconut: A smooth and creamy coconut flavor, with the aroma of sweet toasted coconut
Smirnoff Root Beer Float, the newest in the Smirnoff Indulgence flavor line. Root beer balances out the existing Smirnoff Indulgence line by providing a delicious option that fits any mixed gender occasion
Smirnoff Peppermint LTO: Wrapped in its season’s best stripes for this Holiday Season, Smirnoff Peppermint delivers the mouth-watering taste of sweet holiday candy, balanced by the soothing cool of peppermint
Introducing Smirnoff Sorbet Light, a line of light, cool and refreshing flavors. Now consumers can enjoy great cocktails without sacrificing taste or worrying about calories. Smirnoff Sorbet blends together the perfect balance of natural fruit flavor and Smirnoff no. 21 Vodka to create a deliciously smooth, delicately flavored vodka experience. Available in: Raspberry Pomegranate, Mango Passion Fruit and Lemon
Smirnoff Sorbet Light Pineapple Coconut the newest of our light, cool and refreshing flavors. Now consumers can enjoy great cocktails without sacrificing taste or worrying about calories. Smirnoff Sorbet blends together the perfect balance of natural fruit flavor and Smirnoff no. 21 Vodka to create a deliciously smooth, delicately flavored vodka experience
Smirnoff Sorbet White Peach: Launch two new Smirnoff Sorbet Light flavors to the existing Smirnoff Sorbet specialty vodka platform. Smirnoff Sorbet Light White Peach & Summer Strawberry are delightfully refreshing & versatile and showcase true Sorbet dessert flavors
Smirnoff Sorbet Summer Strawberry: Launch two new Smirnoff Sorbet Light flavors to the existing Smirnoff Sorbet specialty vodka platform. Smirnoff Sorbet Light White Peach & Summer Strawberry are delightfully refreshing & versatile and showcase true Sorbet dessert flavors
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Product InformationVODKA (CONT)
Smirnoff Amaretto delivers “delicious sophistication” and is highly mixable with readily available mixers such as Cola, Cognac, Ginger Ale, and fruit juices. Additionally, Smirnoff Amaretto is rich and luscious when served straight over ice. Amaretto is best appreciated neat or on the rocks
Smirnoff Ruby Red Grapefruit - The premium vodka category continues to grow. To help maintain Smirnoff #1 position as the premium leader in vodka, launch one new flavor into its existing flavor lineup, to help “refresh” the brand by bringing new, interesting and current flavor options to variety seeking consumers
Smirnoff Confections:Whipped Cream - All that is sassy-sexy, luscious, opulent, deep gold and naughty
Fluffed Marshmallow - All that is sweet-sexy, innocent, pretty, fluffy, light, playful, baby blue and nice
Smirnoff Kissed Caramel Flavored Vodka is a perfect melt-in-your-mouth concoction. It has a light, sweet start with a rich caramel finish. It’s delicious.
Smirnoff Iced Cake Flavored Vodka combines the delicious tastes of moist vanilla yellow cake with a touch of sweet, light frosting
Smirnoff Cinna-Sugar Twist and Wild Honey. Within the flavoured vodka category, ‘Adult Confections’ are driving significant growth.
Smirnoff Sours - Smirnoff Sours are a pleasurably puckering taste experience that brings a little zang to flavor vodka. Smirnoff Sours combine Smirnoff N.21 triple distilled vodka with exciting sour fruit flavors, that are both equally tangy and sweet. Comes in 3 flavors – Apple, Watermelon, Punch and Berry Lemon
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Shady Fruit Ruby Red Grapefruit Vodka:A bold and lively zesty grapefruit aroma leads an authentic sweet, invigorating , juicy ruby red grapefruit profile which leaves a refreshing citrus aftertaste
Shady Fruit Valencia Orange Vodka:Bright and intense juicy orange, like a fresh squeezed ripe fleshy orange with a light peely taste and a clean finishing citrus bite
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Product Information
READY TO SERVESmirnoff Grand Cosmopolitan: A delicious blend of crisp, clean Smirnoff No. 21, with the distinctive taste of Grand Marnier Orange Liqueur, and fine cranberry juice.
Smirnoff Mojito: A perfectly balanced blend of crisp, clean Smirnoff No. 21, Kaffir Lime, and the refreshing taste of mint.
Smirnoff Pomegranate: An exciting blend of crisp, clean Smirnoff No. 21, Pomegranate and a touch of Meyer Lemon
Smirnoff Tuscan Lemonade: A long, refreshing tasting blend of crisp, clean Smirnoff No 21, Limoncello Liqueur, anda hint of lemon and citrus.
Smirnoff Savannah Tea: A delicious blend of SMIRNOFF 21 vodka, real brewed southern tea and a touch of Meyer Lemon liqueur.
Captain Morgan Long Island Iced Tea: A refreshing mix of Captain Morgan Rum, Tequila, Gin, Vodka and other premium spirits with a taste that only the Captain could deliver
Parrot Bay Citrus Mojito: A refreshing tasting blend of Parrot Bay Key Lime Rum, Triple Sec, a squeeze of lemon, and natural mint.
Parrot Bay Mango Mojito: A delicious blend of Parrot Bay mango Rum, Curacao, Lime, and a touch of natural mint.
Jeremiah Weed Half and Half: Ready to serve cocktail with flavored vodka. Most consumers prefer their Sweet Tea vodka mixed with lemonade. A ready to drink “Arnold Palmer”. 750 Glass & 1.75 PET.
Jeremiah Weed Sweet Tea:. Borne of long distilling tradition from the hills of Eastern Kentucky and Tennessee. Product contains Sweet Tea and Vodka and is consumed mixed with water, lemonade or simply on the rocks. Also available in Bourbon and Peach flavored Sweet Tea.
READY TO SERVE (CONT)
Parrot Bay: Make the big drinks bigger. Focus on the popular drinks with evergreen demand. Connect with consumers through pack and grab their attention at shelfMaximize sales potential by requesting distribution of both brands. End goal - drive incremental share! Request distribution in place of competitive slow moving RTS skus
The Club Cocktails, a line of ready to serve cocktails inspired by the delicious drinks you’ll find in the best bars, restaurants and clubs. Now you can spice up any night of the week with these high quality drinks made with premium spirits and a signature twist of flavor straight from the bar
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Product Information
Cocktail SodasStirrings Cocktail Sodas: All natural, made with cane sugar (no HFCS). 6.3 oz bottles, Flavors include:
Bitter LemonClub SodaGinger Ale Pink GrapefruitTart CranberryTonic Water
NON ALCOHOLIC
Stirrings Mixers: All natural and made with real juice and pure cane sugar, never with high fructose corn syrup. 750ml Size. Mixed Flavors Include:
Bloody Mary PomegranateMojitoMargaritaCosmopolitanLemon DropBlood Orange Apple Peach Bellini Red Sangria Watermelon (Seasonal)Pina Colada (Seasonal)
Stirrings Bar Ingredients: Superior-quality cocktail basics with all-natural ingredients like cane sugar, blood orange, extract, Spanish olive brine and pomegranate juice. These include:
Authentic Grenadine Blood Orange Bitters Clarified Key Lime Dirty Martini Simple Syrup Triple Sec
Other Diageo Value Brands include: Popov Vodka, Gordons Gin/Vodka, Relska Vodka, Booths High & Dry Gin, Emmets Classics,, Black & White Scotch, Crawford 3 star Scotch, John Begg Scotch, Peter Dawson Scotch, Scoresy Rare Scotch, Ushers Green Stripe Scotch, Vat 69 Scotch, White Horse Scotch, Governor General Rum and Club Cocktails.
Smirnoff Bloody Mary Mix –world’s best selling vodka, builds demand for #21. Bloody Mary Mix comes in both original and Spicy.
Cocktail MixersStirrings liqueurs: Are all-natural, containing no high-fructose corn syrup. All-natural flavors taste great, allowing Stirrings to create high-quality cocktails. Flavors include:
Stirrings Triple Sec: Aromas of zesty orange peel. Juicy Valencia oranges with notes of peels and spice. Sweetness typical of Triple Sec, with a smooth finish. 60 Proof.
Stirrings Peach: Aromas of ripe peach skin. Fresh orchard-picked peaches and apricots. Delicate true-to-fruit tasting vs. standard peach schnapps (i.e. Peachtree) .36 Proof.
Apple: Aromas of tart green apple. Intense sourness to mimic puckering sour apples. A smooth yet tart finish. .36 proof.
Stirrings Pomegranate: Aromas of berry jamminess. Tartness, with slight drying with juicy, dark pomegranate and mashed berries. Sweet, yet tart finish. 36 Proof.
Stirrings Ginger: Aromas of fresh grated ginger. Authentic taste of freshly grated ginger with the spicy heat of ginger and warm, woody spices of gingersnap. The finish is sweet and spicy. 50 Proof.
Stirrings Espresso: Aromas of fresh-brewed espresso. Intense flavors of roasted ground coffee with vanilla undertones. Sweet, velvety finish with aftertaste of coffee beans. 44 Proof.